JioHotstar has rolled out a new in-stream commerce feature called Shop the Look, and it is an interesting step forward for streaming in India. The update lets mobile viewers purchase outfits they see on screen without pausing or exiting the content. The technology quietly went live during the latest season of MTV Splitsvilla, which premiered on January 9, and it signals a broader shift in how entertainment and shopping are starting to overlap.
At first glance, it feels subtle. But once you notice it, the experience changes how you interact with a show. Instead of wondering where a contestant’s outfit came from or planning to search later, the option to buy appears right there, almost instinctively.
Key Takeaways
- Platform Availability: The feature is currently exclusive to the JioHotstar mobile app.
- Launch Partner: Fashion-tech brand NEWME is the first official commerce partner.
- Seamless Checkout: Users can browse products, make payments, and confirm delivery details directly inside the video player.
- Content Integration: The feature debuts with MTV Splitsvilla Season 16, showcasing outfits worn by contestants.
- Future Expansion: Categories like beauty, groceries, and accessories are planned for future rollouts.
Real-Time Shopping Without Playback Breaks
Shop the Look works as a native shopping layer placed directly over the streaming video. When a contestant appears in a specific outfit on MTV Splitsvilla, the app surfaces that item or visually similar styles at the right moment. A dedicated button allows viewers to explore the collection while the episode continues playing.
This might sound simple, but it solves a real habit many viewers already have. People take screenshots, message friends, or try to remember details for later. Here, that friction disappears. The entire purchase flow stays within the JioHotstar ecosystem, and the checkout is intentionally fast. Size selection, address confirmation, and payment are handled in just a few taps, without disrupting the show more than necessary.
Strategic Partnership and Long-Term Scalability
According to Bharath Ram, Chief Product Officer at JioStar, the product was designed to respond intelligently to audience intent. Fashion is the starting point, but the system itself is modular. That means the same technology could appear in a cooking show to surface grocery items or in a travel series to suggest bookings.
The partnership with NEWME feels deliberate. The brand closely matches the Gen Z audience that MTV Splitsvilla attracts. Sumit Jasoria, CEO of NEWME, has pointed out that younger consumers lean toward instant access and quick decisions. For this season, NEWME has styled the entire wardrobe for female contestants, covering everything from athleisure to party wear.
To push early adoption, JioHotstar and NEWME are offering launch discounts along with free delivery on purchases made through the in-stream feature. That incentive, combined with the novelty, is likely to drive experimentation at the very least.
Impact on India’s Digital Streaming and Commerce Landscape
JioHotstar now reaches more than 450 million monthly active users following the merger of JioCinema and Disney+ Hotstar. By turning premium entertainment into a live shopping surface, the platform is leaning into India’s fast-growing creator and influencer economy.
Instead of relying on traditional ad breaks, brands can become part of the narrative itself. The products appear naturally within the context of the show, which arguably feels less intrusive and perhaps more persuasive. Over time, this could change how advertisers measure the value of product placements, especially in reality shows and original series.
It also nudges streaming platforms away from being passive libraries. JioHotstar is positioning itself as something more interactive, where entertainment can lead directly to real-world actions.
Frequently Asked Questions
Q1: How do I use Shop the Look on JioHotstar?
A1: While watching supported shows like MTV Splitsvilla on the mobile app, a shopping icon or layer appears when certain outfits are shown. Tapping it opens a curated list of products available for instant purchase.
Q2: Do I need to leave the show to make a payment?
A2: No. Payments and address confirmation happen inside the JioHotstar app. The video continues playing or shifts into a mini-player while you complete the transaction.
Q3: Is this feature available on Smart TVs?
A3: Not yet. Shop the Look is currently mobile-only. The interface has been optimized for both vertical and horizontal mobile viewing to keep the experience smooth.
Q4: Can I shop brands other than NEWME?
A4: For now, NEWME is the exclusive launch partner on MTV Splitsvilla. JioHotstar plans to onboard additional brands and categories, including beauty and home decor, in future phases.
