JioStar to Deepen ChatGPT Integration as AI Reshapes Sports Viewing

JioStar plans to deepen its ChatGPT integration after introducing AI-powered features during the 2026 Indian Premier League (IPL), as the company looks to make sports viewing more interactive and personalised. Ishan Chatterjee, CEO of Sports at JioStar, shared the plans at FICCI Frames 2026, highlighting the role of artificial intelligence in changing how audiences engage with live sports.

During IPL 2026, JioStar introduced a ChatGPT integration that allowed viewers to ask questions about players and matches in natural language while watching games. The feature went beyond conventional search by providing contextual information without requiring viewers to leave the live match.

For instance, viewers could ask about a player’s strike rate in a previous match and compare it with their career average. The platform supported questions in Indian languages, making match-related information accessible through conversational interactions.

JioStar’s AI Push Focuses on Personalised Sports Viewing

Chatterjee said the company had seen encouraging results from the integration and was making significant investments in the partnership. JioStar expects to introduce additional ChatGPT-powered functionality in the coming months.

The integration forms part of a broader effort to personalise sports coverage. The company has introduced features such as new camera angles and alternative feeds, including Hero Cam, which allows viewers to follow their favourite cricketer across the field.

JioStar is also adapting its services to the diverse preferences of Indian sports audiences. According to Chatterjee, English accounted for less than 10% of cricket watch time on the platform during the latest season, while Indian languages contributed around 90%. Viewing in Haryanvi and Bhojpuri grew 300% year-on-year.

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JioStar Strengthens Streaming Infrastructure as Viewership Grows

The company is investing in its technology infrastructure to support large audiences and maintain streaming quality. JioStar distributes traffic across multiple content delivery network providers, enabling it to reroute traffic if one provider experiences performance issues.

Its video player also monitors a viewer’s internet connection in real time and adjusts the video quality to match the available bandwidth.

These investments support the platform’s growing concurrent viewership. Chatterjee said JioStar recorded peak concurrency of 72.5 million during the latest ICC T20 World Cup and holds nine of the top 10 global records for simultaneous viewership.

He also noted the expansion of India’s sports audience, which grew from 500 million viewers in 2016 to more than 1.2 billion during IPL 2026.

JioStar Integrates Commerce Into the Sports Viewing Experience

Beyond AI, JioStar is exploring ways to integrate commerce into live sports. Its partnership with Swiggy enabled viewers to browse food, select items, complete transactions and track orders without leaving the streaming app.

Chatterjee said 30% of the transactions generated through the integration came from first-time Swiggy users. With around 350 days of live sports on its platform, JioStar sees opportunities to connect viewers with brands and services throughout the year.

The company is also tailoring experiences for mobile and connected TV users. While mobile offers a more personal and interactive format, connected TV provides a larger screen and a shared viewing experience.

JioStar Sees Growth Opportunities Beyond Cricket

JioStar is also looking to expand engagement across other sports. Chatterjee said the Pro Kabaddi League reached 200 million viewers last year, while the English Premier League crossed 100 million. Wimbledon and the US Open have also recorded digital growth.

Women’s cricket is another area of focus. Chatterjee said the 2025 Women’s World Cup reached 446 million people, exceeding the combined reach of the previous three editions. JioStar plans to increase investment in the segment through production quality, broadcast capabilities, AI and 3D technologies, alongside player-focused storytelling.

The company is also looking towards cricket’s return to the 2028 Los Angeles Olympics as an opportunity to reach international audiences. Its broader strategy combines AI, regional languages, commerce and storytelling to deepen fan engagement across sports.