JioHotstar and Star Sports: Inside India's Biggest Sports Advertising Platform
Key Takeaways:
T20 World Cup 2026 opening day hit 14.7 billion minutes of consumption, up 59% from 2024
JioHotstar reached 101.9 million users on day one, an 81% increase
Quarterly revenue hit $883 million with 450 million monthly active users
Coverage spans 9 languages with features like MaxView and Indian Sign Language
Sponsors include Thums Up, OpenAI, Emirates, Hyundai, and Google Pixel
JioStar has become India's dominant force in sports broadcasting. The merged entity of Disney's Star India and Reliance's Viacom18 controls cricket rights, streaming infrastructure, and advertising inventory at a scale no competitor can match.
The T20 World Cup 2026 is proving just how powerful that position has become.
The viewership numbers
Opening day of the tournament set records across both platforms.
Total consumption reached 14.7 billion minutes across JioHotstar and Star Sports, a 59% increase over the 2024 edition. JioHotstar alone hit 101.9 million users, up 81% from the previous year.
India's opening match against the USA drove TV ratings up 41% and digital reach up 98% compared to the 2024 tournament opener against Ireland.
"JioStar's expansive presentation in nine languages coupled with exciting matches have kept fans engaged right since the first match," said Ishan Chatterjee, CEO of Sports at JioStar.
The platform averaged 450 million monthly active users in Q4 2025, generating quarterly revenue of ₹8,010 crore ($883 million).
How the advertising ecosystem works
JioStar operates a tiered sponsorship structure across broadcast and streaming.
Television (Star Sports):
Co-powered partners: Emirates
Associate broadcast partners: Birla Opus, Sting Energy, Rapido, Mahindra Auto, Kamla Pasand
Digital (JioHotstar):
Co-presenting partners: Google Pixel
Co-powered partners: Hyundai (on CTV)
Associate streaming partners: Britannia, Moneyview, General Insurance Council
The rate structure favors scale. Co-presenting sponsorship costs ₹90 crore on TV and ₹140 crore on digital (mobile + CTV combined). Smaller brands can access associate packages starting around ₹11-15 crore.
OpenAI is listed among the broadcast partners, reflecting the AI industry's interest in reaching Indian consumers through cricket.
The hybrid TV-digital strategy
What makes JioStar unusual is its control over both traditional broadcast and streaming. This allows advertisers to plan unified campaigns across screens.
"Such massive engagement creates a powerful ecosystem that ensures our partners and stakeholders derive the maximum value, reaching a diverse, engaged audience at an unmatched scale," said Chatterjee.
Key platform features for advertisers:
MaxView: Enhanced viewing experience on mobile and Hindi broadcasts
Multi-language coverage: Commentary in 9 languages including regional markets
Indian Sign Language: Available for India games and knockout matches
CTV targeting: Connected TV inventory allows premium household targeting
Linear TV remains powerful. The India-Pakistan match delivered a 71% increase in TV ratings, becoming the highest-rated India-Pakistan T20 since 2021.
But digital is closing the gap. CTV viewership for that match was 2.4 times higher than the 2024 edition.
What advertisers should consider
JioStar's position creates opportunities and challenges.
The opportunity: A single media partner can deliver broadcast reach, digital targeting, and regional language coverage. Campaign planning becomes simpler when one entity controls everything.
The challenge: Rates are high and inventory is competitive. Brands need to book early and commit significant budgets to secure premium positions.
For brands entering sports advertising in India, the T20 World Cup offers proof of scale. Whether that scale justifies the investment depends on campaign objectives and audience alignment.