In a development that could recalibrate India’s fast-intensifying streaming battle, OpenAI is set to partner with JioHotstar to transform how audiences discover content, according to multiple sources familiar with the discussions.
While specific contours of the agreement are still emerging, delegations from OpenAI and JioHotstar are understood to have met in New Delhi earlier this week on the sidelines of a government-hosted AI summit, where the collaboration was reportedly agreed upon.
The partnership will integrate ChatGPT into JioHotstar’s platform, enabling users to find content by simply expressing their intent, mood or context. Moving beyond traditional keyword search, the AI-powered assistant is expected to deliver context-aware recommendations that surface not only what viewers ask for, but also what they may not yet realise they want—creating a more seamless and personalised entertainment journey.
A pivotal moment for India’s largest streamer
The timing is notable. JioStar’s flagship streaming service has completed its first year of operations with an estimated 500 million users and a library exceeding 300,000 hours of content.
“At that scale”, executives said, “traditional discovery systems built on static demographic targeting are no longer sufficient. Instead, artificial intelligence is fast becoming the defining competitive layer.”
While global platforms such as Netflix and Prime Video have long relied on AI-driven recommendation systems, JioStar operates at a uniquely complex intersection of scale, telecom distribution and multilingual depth.
The platform spans live sports, regional programming, films and television across 19 languages, integrated within the broader ecosystem of Reliance Industries.
Its sports portfolio, including marquee properties such as the Indian Premier League and global cricket tournaments governed by the International Cricket Council, generates high-intensity, real-time engagement spikes that demand dynamic personalisation.
“Managing discovery at this scale without AI is practically impossible,” said a senior media executive. “The challenge is not content availability—it’s helping users find the right content instantly.”
From content engines to intelligence platforms
The collaboration comes amid a structural shift across the global streaming industry—from content aggregation platforms to intelligence-led engagement ecosystems.
Speaking earlier at the India Digital Summit, Kiran Mani, CEO of JioStar, outlined this transformation. “AI is driving a shift from instruction-led technology to intuitive experiences,” Mani said. “Platforms now use real-time behavioral signals—pausing, skipping, searching, and on-screen interactions—to recommend content, rather than relying on demographic data or past viewing history.”
“The focus is shifting from being present on every screen to being intelligent across every screen,” he added. “Intelligence now enables platforms to better understand viewer intent and respond in real time.”
The OpenAI partnership is expected to accelerate that pivot by embedding conversational AI, real-time recommendation engines and potentially voice-led or chat-driven discovery interfaces within JioStar’s ecosystem.
A strategic play for OpenAI in India
For OpenAI, the collaboration deepens its footprint in one of its fastest-growing global markets.
CEO Sam Altman recently disclosed that India now has over 100 million weekly active ChatGPT users, making it the company’s second-largest market after the United States.
OpenAI formally opened its New Delhi office in August 2025, underlining its long-term commitment to the country. The company has also localised its pricing strategy for India’s cost-sensitive base, including rolling out a low-cost tier that was later made free for a limited period to drive adoption.
“India is not just a market,” said one technology executive. “It’s a deployment environment where AI can reach hundreds of millions of users rapidly.”
As streaming competition intensifies and discovery becomes the next frontier, the JioHotstar–OpenAI partnership could mark the beginning of a new phase—where intelligence, not just inventory, defines leadership.
