JioHotstar, the newly merged streaming giant, is currently broadcasting the ICC Champions Trophy 2025.
However, the platform has found itself in troubled waters after fans raised concerns about inappropriate advertisements during live matches.
During the recent New Zealand vs Pakistan match, viewers were taken aback when trailers for adult web series were showcased during the stream.
Many fans expressed their discomfort, particularly those watching with family and children.
One concerned viewer took to social media and tweeted that such ads make it extremely awkward to enjoy cricket as a family activity.
He also questioned whether there was an option to remove or restrict such content. He even called it a shame that an OTT platform would air such explicit ads during a sporting event.
This isn’t the first time JioHotstar (previously JioCinema) has faced backlash over its ad choices.
During past cricket seasons, the platform was criticized for featuring condom ads. Many users found it inappropriate during family viewing hours.
Some suggested that such ads should be limited to ‘adult time slots’, like after 11 PM, to avoid making audiences uncomfortable.
While these concerns are valid, the reality of digital advertising complicates the issue.
Brands pay high prices to get ad slots during popular events like cricket matches. Since advertisers decide when their ads run, the platform itself has limited control over the timing.
With cricket being a household event in India, concerns over ad content are likely to grow, especially during major tournaments.
If JioHotstar doesn’t address these complaints, it may continue to face increasing criticism from family audiences who expect a more viewer-friendly experience.
