JioStar is positioning itself as a technology-led entertainment company focused on creating integrated consumer experiences across screens, said Kevin Vaz, CEO–Entertainment, JioStar, at APOS 2026 today.

During a fireside conversation titled Redefining Scale, Vaz reflected on the transformation that followed the merger of Viacom18 and Star India assets, describing the past 18 months as one of the most significant periods in the company’s history. According to Vaz, while audiences often see the scale achieved by the merged entity, they may not fully appreciate the complexity involved in bringing together two successful companies with different technologies, content libraries, consumer bases and cultures.

The merger was completed on November 14, 2024. Vaz said one of the company’s earliest decisions was to combine JioCinema and Disney+ Hotstar into a single streaming platform, JioHotstar, within three months of the merger.

He noted that such large-scale platform integrations typically take years in many global markets. Today, JioHotstar has grown to more than 500 million monthly active users, crossed one billion app downloads, achieved 100 percent pin-code coverage across India and serves more than 260 million paid subscriptions.

According to Vaz, the company’s success cannot be measured only through scale metrics. He highlighted the importance of delivering a seamless consumer experience, giving audiences access to nearly 300,000 hours of content across devices and formats while allowing them to consume content on the screens of their choice.

Speaking about JioStar’s identity, Vaz said the traditional distinction between content companies and technology companies has increasingly blurred. While storytelling remains central to the business, he argued that technology now determines how stories are distributed, discovered, personalised and experienced at scale.

“We see JioStar as a technology company that also delivers content,” Vaz said, adding that innovation remains a core part of the organisation’s culture.

He pointed to several technology-driven initiatives, including partnerships involving OpenAI, AI-powered discovery features, short-form content innovation and personalised consumer experiences. According to Vaz, technology has become essential in ensuring content reaches audiences efficiently while enhancing engagement.

Discussing the growing convergence of entertainment and commerce, Vaz described it as one of the industry’s biggest opportunities. He said consumers today no longer engage with content passively but increasingly interact with characters, communities and creators while simultaneously exploring purchasing opportunities.

As examples, Vaz cited integrations that allowed viewers to order food through Swiggy Instamart while watching sports content and partnerships that enabled audiences to purchase outfits worn by contestants on entertainment shows directly from the platform. He also referred to a smartphone brand collaboration around the premiere of ‘Dhurandhar’ The Revenge on JioHotstar, which he said delivered strong engagement and conversion rates.

According to Vaz, commerce could emerge as a significant additional revenue stream for media companies beyond traditional advertising and subscriptions.

Addressing the company’s entry into micro-dramas, Vaz discussed ‘Tadka’, JioHotstar’s short-form content offering launched on April 3, 2026. He said the format was designed to complement long-form viewing habits by providing entertainment for consumers during shorter periods of free time.

Vaz revealed that nearly 100 million consumers had already engaged with the micro-drama offering within six to eight weeks of launch. Rather than creating a separate app, JioStar chose to integrate the format within JioHotstar to provide a seamless viewing experience across content lengths and formats.

On changing viewing habits, Vaz reiterated his long-held belief that India remains an “AND” market rather than an “OR” market, with consumers freely moving between television, mobile, connected TV and short-form viewing experiences.

He said connected TV continues to witness rapid growth and disclosed that JioHotstar now reaches more than 85 million connected TV homes. According to Vaz, consumers increasingly want the immersive experience of a larger screen while retaining the personalisation and interactivity offered by digital platforms.

Looking ahead, Vaz predicted that entertainment would become far more interactive over the next few years. Rather than simply consuming content, audiences are expected to engage with communities, participate in conversations, vote, play games and make purchases while watching.

“The future of entertainment will move from passive consumption to much more active consumer involvement,” Vaz said.

His comments underscored JioStar’s broader strategy of combining content, technology, commerce and interactivity as it seeks to build a unified entertainment ecosystem for audiences across India.