On February 19, 2026, JioHotstar, India’s leading streaming platform, unveiled an innovative collaboration with OpenAI to transform the streaming experience. This partnership introduces a ChatGPT-powered conversational streaming feature designed to enhance user interaction, addressing the common challenge of content discovery in digital entertainment.
Revolutionizing Content Discovery
For over a decade, digital entertainment has primarily operated as a one-way channel, where viewers browse and select content passively. The new feature enables users to engage in voice-driven discovery, allowing them to express their viewing preferences in natural language. Instead of scrolling through extensive menus, users can simply state their mood or context, and the intelligent assistant will provide tailored recommendations.
This breakthrough technology employs Multilingual Cognitive Search, allowing users to communicate in various languages and styles. Whether a user asks for family-friendly options or specifies a particular genre, the system interprets these requests and offers personalized content suggestions, making the streaming process more intuitive and engaging.
Uday Shankar, Vice Chairman of JioStar, commented on the partnership, stating, “AI marks a transformative shift for the media and entertainment industry. It fundamentally disrupts every aspect of the value chain, from conceptualisation and production to discovery and monetisation.” He emphasized that this new approach is designed to be user-centric and culturally relevant.
Enhancing Live and On-Demand Experiences
The integration of AI is not limited to on-demand content. Viewers will also benefit from enhanced interaction during live sports events on JioHotstar. The assistant will provide real-time updates, player highlights, and other relevant information, enriching the live viewing experience.
Fidji Simo, CEO of Applications at OpenAI, highlighted the significance of this collaboration by stating, “Through our partnership with JioHotstar, we’re bringing personalized AI directly into entertainment and live sports, turning every moment into an opportunity for deeper engagement.” This shift aims to transform passive content consumption into an active dialogue between viewers and the platform.
The rollout of this innovative feature will occur in phases, starting with select experiences before expanding further. Additionally, the partnership extends beyond the JioHotstar app, with plans to integrate entertainment discovery features into ChatGPT itself. This allows users to receive relevant recommendations and streaming links when they seek entertainment-related information through the AI platform.
As JioHotstar embraces AI technology at scale, it sets a new benchmark for the streaming industry. The conversational discovery experience is designed to be intelligent, context-aware, and personalized, paving the way for a more engaging and inclusive platform. As the streaming landscape evolves in India, JioHotstar is strategically positioning itself to lead the charge in user-driven content exploration.
