{"id":2414,"date":"2026-06-18T10:36:51","date_gmt":"2026-06-18T10:36:51","guid":{"rendered":"https:\/\/relocationobserver.com\/?p=2414"},"modified":"2026-06-18T10:36:51","modified_gmt":"2026-06-18T10:36:51","slug":"jiohotstar-sees-ai-connected-tv-and-commerce-driving-indias-next-streaming-phase","status":"publish","type":"post","link":"https:\/\/relocationobserver.com\/?p=2414","title":{"rendered":"JioHotstar Sees AI, Connected TV and Commerce Driving India\u2019s Next Streaming Phase"},"content":{"rendered":"
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\n\tSpeaking during the APOS conference\u2019s \u201cIndia Streaming: The Product View\u201d session, JioStar executives Bharath Ram and Vijay Seshadri outlined how JioHotstar is building its product and engineering roadmap around consumer behavior, artificial intelligence and connected television. <\/p>\n

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\n\tFor Bharath Ram, chief product officer of JioStar, product development begins with understanding India\u2019s highly diverse audience base, which spans mobile-first viewers, connected TV households and premium subscribers.<\/p>\n

\n\t\u201cA lot of product vision starts backwards from the consumer experience,\u201d Ram said. \u201cThe sooner you can remove yourself out of the way and give consumers the content they want to watch and the experiences they want to go through, the retention cycle kicks in automatically.\u201d<\/p>\n

\n\tRather than creating separate products for different audiences, JioHotstar aims to identify common viewing behaviors while tailoring experiences where necessary. Ram noted that mobile-first users represent an active acquisition target for connected TV, with the platform using the IPL 2026 cricket tournament to accelerate that upgrade journey. \u201cDuring IPL, we specifically increased a lot of mobile people to consider Connected TV,\u201d he said.<\/p>\n

\n\tThe platform is betting heavily on Connected TV. With nearly 100 million connected televisions now in the Indian market, Ram said the focus has shifted toward increasing engagement and building viewing habits across multiple screens.<\/p>\n

\n\tSeshadri, JioStar\u2019s chief architect, highlighted the growing role of AI in simplifying content discovery. \u201cNothing much has changed in content discovery in the last 15 to 20 years,\u201d he said. \u201cConversational discovery, where users switch from typing phrases to having conversations with their systems, is a very key paradigm shift.\u201d Developed in partnership with OpenAI, JioHotstar\u2019s conversational search experience is already seeing more than 60% of users choose voice interactions over traditional text-based searches. Seshadri added that the interface fuses imagery and voice into a single conversation, allowing users to start with a broad request \u2013 such as finding something to watch with family on a Friday evening \u2013 and narrow it down to a specific, personalized recommendation.<\/p>\n

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\n\tThe executives also revealed how AI is being deployed beyond recommendation systems. Through JAMS, JioHotstar\u2019s video intelligence layer, the company is making content machine-readable, enabling deeper understanding of characters, products and objects appearing within a scene. Seshadri described the capability as part of what he called a \u201cderivative layer\u201d of AI \u2013 distinct from generative applications \u2013 that unlocks semantic search, deeper audience experiences and new commerce opportunities from the platform\u2019s existing library.<\/p>\n

\n\tAccording to Ram, that capability could fundamentally reshape the relationship between entertainment and commerce. \u201cIf you truly start peeling the layers of the onion and understanding what the items within a piece of content are, the separation between content and commerce starts thinning,\u201d he said. He pointed to the platform\u2019s \u201cJeeto Dhandana Dhan\u201d game, which runs alongside live cricket, and its integration with Swiggy as proof that audiences are already comfortable leaning forward and interacting with content \u2013 a behavioral foundation that Ram said can be extended to transactional commerce.<\/p>\n

\n\tSeshadri agreed, identifying product commerce as the next major area of disruption. \u201cA platform like ours that can crack a seamless purchasing experience while watching content could see a transformative change over the next 12 months,\u201d he said.<\/p>\n

\n\tOn the engineering side, Seshadri gave a sense of the scale involved, noting that during IPL the platform handled peak subscription rates of more than 5 million requests per minute, requiring systems specifically designed to spread load across the predominantly UPI-based Indian payment ecosystem without disrupting the user experience.<\/p>\n

\n\tThe session was moderated by Vivek Couto, CEO of Media Partners Asia, which produces APOS. <\/p>\n

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Indian streamer JioStar executives Bharath Ram and Vijay Seshadri outlined the platform’s AI, CTV and commerce roadmap at APOS 2026 in Bali.<\/p>\n","protected":false},"author":1,"featured_media":2413,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[54],"tags":[1493,1205,2051],"class_list":["post-2414","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tv","tag-apos","tag-jiohotstar","tag-jiostar-2"],"yoast_head":"\nJioHotstar Sees AI, Connected TV and Commerce Driving India\u2019s Next Streaming Phase - Relocation Observer<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/relocationobserver.com\/?p=2414\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"JioHotstar Sees AI, Connected TV and Commerce Driving India\u2019s Next Streaming Phase - 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