JioHotstar has introduced StreamToCart Ads, a shoppable advertising format developed with Instamart that integrates product discovery and shopping into the streaming experience.
The format uses an on-screen overlay during video breaks, allowing viewers to browse products and add items to their carts without pausing the content or exiting the player. It aims to connect video advertising with commerce while enabling brands to measure consumer actions beyond conventional advertising metrics.
Bhaskar Ramesh, head – Entertainment Sales, Digital at JioStar, said the format brings together premium video advertising, technology and commerce by turning ad breaks into opportunities for product discovery and purchase.
He added that StreamToCart Ads allows marketers to combine the reach of premium content with measurable business outcomes and the immediacy of commerce within a single screen.
According to JioHotstar, the format can be deployed across categories such as fast-moving consumer goods (FMCG), packaged foods, beauty and consumer electronics. It also enables advertisers to track the consumer journey from an ad impression to a real-time add-to-cart action.
The launch comes amid growing adoption of quick-commerce platforms in India, as brands look to connect awareness-led advertising with purchase intent.
A study by Datum Intelligence, cited by JioHotstar, found that half of online shoppers place at least five orders a month through quick-commerce platforms, covering both planned restocking and spontaneous purchases.
JioHotstar’s internal data indicates that 83% of its viewers identify as active shopping enthusiasts, while 60% of platform-driven conversions come from new and dormant shoppers.
Through Instamart’s commerce infrastructure, the platform aims to connect its streaming audience with products at the point of exposure, bringing shopping opportunities directly into the video advertising experience.
