JioHotstar has launched StreamToCart Ads, a new advertising format designed to turn video ad breaks into interactive shopping experiences. Powered by Instamart, the feature allows viewers to discover products, browse offerings and add items to their carts directly within the streaming window, bringing entertainment and online shopping closer together.

Announced on October 27, 2026, the new format aims to bridge the gap between watching content and making a purchase by reducing the need to switch between apps or navigate away from the video player. According to the company’s press release, StreamToCart Ads will enable brands to connect with viewers at the moment of interest, allowing them to move from product discovery to adding items to their carts without interrupting playback.

The launch reflects a broader effort to integrate commerce into digital advertising, making it easier for consumers to act on their interest in products while watching their favourite content. Traditionally, video advertisements have focused on building brand awareness and emotional connections, while purchases often require viewers to visit a separate website or shopping application. StreamToCart Ads seeks to bring these two stages together within a single viewing experience.

Through a native interactive overlay, viewers can browse products and build their shopping carts directly within the streaming interface. The format is designed to operate without requiring users to pause playback or exit the player, allowing brand messaging and shopping to take place alongside the viewing experience.

Bhaskar Ramesh, Head – Entertainment Sales, Digital at JioStar, said the initiative builds on JioHotstar’s efforts to expand the possibilities of premium video advertising by bringing content, technology and commerce together. He said StreamToCart Ads would turn advertising breaks into opportunities for viewers to discover and purchase products seamlessly, bringing brand storytelling and measurable business outcomes closer together.

The format is also intended to help marketers connect advertising exposure with shopping activity. Rather than relying primarily on conventional indicators such as video completion rates and click-through rates, brands will be able to track the journey from an advertisement impression to a real-time add-to-cart event. This could offer advertisers a more direct way to assess consumer response and understand how video campaigns contribute to purchase intent.

The company said the format could be relevant across several categories, including fast-moving consumer goods (FMCG), packaged foods, beauty and consumer electronics. By allowing viewers to interact with product offerings within the streaming environment, the feature aims to reduce the friction between seeing an advertisement and taking the next step towards a purchase.

Quick commerce drives the shopping opportunity

The launch comes amid the growing adoption of quick-commerce services in India, where consumers increasingly use such platforms for both routine shopping and spontaneous purchases. According to a recent study by Datum Intelligence cited in the company’s announcement, half of online shoppers place at least five orders a month through quick-commerce platforms.

These purchases are no longer limited to urgent requirements. Consumers also use quick-commerce services for everyday pantry replenishment, planned restocking and unplanned shopping, creating opportunities for brands to reach potential buyers when their interest is highest.

JioHotstar’s internal data also points to a strong shopping-oriented audience on the platform. According to the company, 83 per cent of its viewers identify as active shopping enthusiasts, while 60 per cent of platform-driven conversions originate from new and dormant shoppers.

By combining its streaming audience with Instamart’s shopping capabilities, JioHotstar aims to connect entertainment-led product discovery with quick-commerce fulfilment. The approach is designed to help brands reach consumers while they are engaged with content and provide a more immediate route from interest to action.

The integration also reflects the growing overlap between digital entertainment, advertising and online retail. As streaming platforms look to offer advertisers more measurable outcomes, interactive formats such as StreamToCart Ads could create additional opportunities to link brand campaigns with shopping behaviour.

With the launch, JioHotstar is looking to expand the role of video advertising beyond traditional brand exposure. By allowing viewers to browse products and add them to their carts within the streaming window, StreamToCart Ads aims to create a more direct connection between entertainment and commerce, giving marketers a way to combine the reach of premium video content with the convenience of quick commerce.