The Economic Times

Reliance's JioStar bets Indias sports fans will do more than just watch the game

JioStar is betting that Indias next phase of sports viewing will combine live matches with AI, commerce, regional languages and interactive features. With Indian-language viewing accounting for 90% of watch time and integrations such as Swiggy driving transactions, the broadcaster is looking beyond eyeballs to turn its growing sports audience into a broader digital commerce opportunity.