OpenAI and JioHotstar Launch ChatGPT Content Discovery in India

Variety

by Naman Ramachandran

February 19, 2026

AI-Generated Deep Dive Summary

JioHotstar, India's leading streaming service, has partnered with OpenAI to integrate ChatGPT technology into its platform, revolutionizing content discovery for its 450 million monthly users. This collaboration replaces traditional keyword searches with a conversational AI-powered tool that understands context and emotional nuances. Users can now describe their interests or preferences in natural language and receive tailored entertainment recommendations. The integration also enhances live sports coverage by allowing viewers to access real-time information through voice commands, marking a significant leap in personalized entertainment experiences. The partnership embeds OpenAI's technology directly into the JioHotstar app, enabling it to interpret complex requests and provide relevant suggestions from JioHotstar’s extensive library of over 300,000 hours of content across 19 languages. This includes popular TV shows, movies, and live sports events. By leveraging AI, JioHotstar aims to reimagine how users engage with entertainment, making it more interactive and anticipatory. The tool also allows for real-time engagement during live events, such as accessing player data or key moments in a match. This innovation positions JioHotstar at the forefront of personalized entertainment in India's competitive digital market. AI-driven features like contextual understanding and emotional nuance set it apart from traditional streaming platforms, offering users a more intuitive way to discover content. The gradual rollout will initially focus on specific features before expanding across both live and on-demand formats. As JioHotstar continues to evolve with OpenAI’s technology, it is poised to redefine how audiences consume entertainment, making the experience deeply personal and engaging. This collaboration highlights the growing importance of AI in reshaping the entertainment industry. By integrating advanced AI capabilities, JioHotstar not only enhances user experience but also sets a new benchmark for innovation in digital content discovery. For viewers, this means a more seamless and enjoyable way to explore entertainment options, whether through personalized recommendations or real-time interactions during live events. As competition in India's streaming landscape intensifies, such advancements will likely become key differentiators for platforms aiming to capture audience attention and loyalty. The partnership underscores OpenAI’s role as a driving force behind the AI revolution in media. By embedding its technology into JioHotstar’s platform, OpenAI is making entertainment more accessible and engaging through conversational interfaces. This shift from passive content consumption to interactive experiences

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Originally published on Variety on 2/19/2026