New Delhi: JioHotstar, the newly launched joint venture between Viacom18 and Star India, has officially kicked off its operations following the recent merger of JioCinema and Disney+ Hotstar. This innovative platform is set to deliver nearly 300,000 hours of diverse entertainment and live sports coverage to its vast user base of 500 million.
One of the significant shifts with the launch of JioHotstar is the change in access to cricket's most awaited tournament — the Indian Premier League (IPL). Previously, JioCinema offered free streaming of IPL matches since acquiring the broadcasting rights worth USD 3 billion starting from 2023 for five years. But as of March 9, 2025, according to reports, fans should now expect only limited free access. Following just a few free minutes of gameplay, users will be redirected to subscribe to watch the remaining match. Subscription plans will begin at Rs 149 becoming necessary for cricket enthusiasts eager to catch the full tournament.
What sets JioHotstar apart is not only the sheer volume of content but also the advanced features they plan to roll out. According to the company, the platform will provide ultra-HD 4K streaming alongside AI-powered insights, real-time stats overlays, and multi-angle viewing options. This enhanced streaming experience aims to create a more immersive environment for sports fans. “What sets JioHotstar apart is its elevated streaming experience — featuring ultra-HD 4K streaming, AI-powered insights, real-time stats overlays, multi-angle viewing and range of ‘culture’ and ‘special interest’ feeds — ensuring fans enjoy more immersive access to the sports they love,” stated the company in its official release.
A significant reason behind this major format change stems from the USD 8.5 billion deal made last year between Mukesh Ambani’s Reliance and Walt Disney to merge their media assets. The strategic aim is to transition casual viewers of free content to loyal customers of the subscription model, thereby capitalizing on the massive IPL viewership.
Looking beyond mere content streaming, JioHotstar is also making tangible strides toward monetizing its extensive reach through advertising. The platform is targeting start-ups and small to medium enterprises (SMEs) to advertise during the upcoming IPL. “Now you can afford to advertise your business on the TATA IPL,” was reported by Inc42, highlighting the affordability and access new advertisers can gain through JioHotstar.
To facilitate this, JioHotstar has set up several advertising packages whose costs range from Rs 15 lakh to Rs 1.5 crore. Five distinct packages are offered, excluding GST, to suit the needs and budgets of different businesses. Recent discussions from Jio's Chief Business Officer, Ishan Chatterjee, shed light on the company’s advertising strategy, stating, "The company’s advertising strategy is built on three core pillars — unmatched reach and scale, innovative targeting, and advanced measurement.”
The initiative aims to connect local businesses with sports fans and curate advertisements based on regions and specific matches. JioHotstar is anticipating about 1,000 to 2,000 advertisers participating each session. The advertising strategy revolves around providing expert guidance to help advertisers optimize their campaigns through options for display ads, which are image-based, and 10-second video ads aired before, during, or after programming.
With the IPL set to commence on March 22, 2025, the stakes are high. JioHotstar, through its innovative strategies and unprecedented targeting measures, not only seeks to redefine the streaming experience but also generate significant revenue through advertising partnerships. The platform is eager to attract SMEs, ensuring advertisers can maximize their impact during such major tournaments, making it more than just broadcasting — but rather, creating dynamic brand connections.
JioHotstar is not stopping at cricket; the platform also plans to feature other major sporting events, including ICC tournaments, the Women’s Premier League (WPL), and various grassroots cricket leagues such as the Indian Street Premier League. Excitingly, it will also cover globally popular sporting events such as the Premier League, Wimbledon, and domestic leagues like Pro Kabaddi and the Indian Super League (ISL).
This expansive content strategy, combined with its innovative advertising approach, indicates a new era for both JioHotstar and the Indian OTT space. Industry experts are closely watching how effectively the platform can convert casual viewers to dedicated subscribers, capitalizing on the vast market potential of sports streaming.