JioHotstar has expanded its partnership with advertising technology company Magnite to enhance programmatic monetisation across its growing portfolio of live sports, entertainment and streaming content.

Under the expanded collaboration, JioHotstar will leverage Magnite’s SpringServe platform to power advanced mediation capabilities, enabling the streaming platform to optimise inventory management and improve the efficiency of its programmatic advertising ecosystem.

The move comes as JioHotstar continues to scale its digital advertising business amid growing consumption of premium streaming content and live sports in India. By integrating SpringServe’s mediation technology, the platform aims to maximise inventory value while maintaining greater control over ad quality and transparency.

According to the companies, the technology will provide JioHotstar with enhanced visibility into programmatic creatives, helping ensure brand-safe advertising environments and a more consistent viewing experience for audiences. The platform will also gain improved operational control over demand quality and advertising standards across its sports and entertainment offerings.

As part of the partnership, Magnite also supported JioHotstar during the ICC Men’s T20 World Cup, one of the world’s most-watched sporting events. The collaboration helped manage and optimise programmatic demand during the high-traffic tournament, which attracted millions of viewers.

Commenting on the expanded relationship, Bharath Ram, Chief Product Officer at JioHotstar, said Magnite has been a long-standing partner whose expertise has played an important role in supporting the platform’s growth in the streaming era.

Sahil Bansal, Country Manager, India at Magnite, said JioHotstar has remained at the forefront of India’s rapidly evolving digital streaming landscape. He added that as the platform’s content offering and audience base continue to grow, the ability to efficiently activate and manage programmatic demand has become increasingly important.