JioHotstar Brings ChatGPT Powered Voice Search to Transform Streaming in India

What You need to Know

• JioHotstar introduces AI-driven voice and text search that understands natural language instead of just exact titles.

• Users can ask for live scores, key moments, and player details during matches without exiting the video.

• The feature supports multiple Indian languages, making content discovery easier in diverse households.

• The AI feature is being rolled out gradually and is expected to be included within the existing app experience without additional charges.

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JioHotstar has launched a ChatGPT-based conversational feature in India, bringing voice and text search to the app. This feature is powered by OpenAI's APIs. But now you're wondering what this new feature will mean: users won't have to scroll through menus or type in the correct title.

This feature will come with support for multiple Indian languages, meaning users can search in their spoken language without having to type in the exact movie/series name. For example, simply saying, "Suggest something to watch with your parents" or "Show me highlights of today's match" will prompt the system to provide suggestions. Furthermore, the system also provides suggestions based on your mood and situation.

This feature will also work while watching live matches. Users can ask for the current score, key moments, or player information during a live match, and receive the information without leaving the stream. This will make the viewing experience more interactive. The feature will gradually roll out to users, with both live and on-demand content available. It won't be available to everyone all at once.

Now, the change won't just be limited to JioHotstar, ChatGPT may also see some changes. For example, if someone asks an entertainment-related question on ChatGPT in the future, they may see JioHotstar recommendations, along with a direct link. This will make content discovery possible outside the app as well.

Compared to other platforms, Netflix and Amazon Prime Video offer algorithmic suggestions based on viewing history. Disney+ Hotstar and SonyLIV focus on trending and curated lists. Additionally, voice search on smart TVs is often limited to titles or genres. JioHotstar's specialty will be a conversation-like experience, the ability to ask follow-up questions, and context-based suggestions.

India's streaming market is becoming increasingly competitive. With multiple subscriptions in a single household, finding the right content is becoming increasingly difficult. However, multi-language support will benefit families that speak different languages.

This feature will help families make quick decisions together, providing tailored suggestions to suit everyone's preferences. It will also make it easier for older and less technical users. The ability to understand mixed languages, understand regional context, and accurately interpret complex questions will make users' work easier, and success will depend on this. Additionally, the system will continue to learn from user interactions and improve its suggestions over time. This will allow for continuous improvement.

Now, many users may be wondering if there will be a separate fee for this new feature, but no separate fee has been announced for this feature; it will remain part of the existing app experience. If successful, it could spark new competition. Additionally, conversational AI could become a new competition for many streaming platforms. Other companies could also introduce similar features, which could completely change the way content is discovered.