The telecommunication engine of India’s streaming market: Reliance Jio’s vertical integration amidst regulatory silence

Abstract

This article examines the transformative impact of Reliance Jio, an Indian telecommunications company, on the digital media landscape in India. By securing the digital rights for the immensely popular Indian Premier League (IPL), a cricket tournament known for its massive viewership and cultural significance, and streaming it for free on JioCinema, Jio disrupted the over-the-top (OTT) video platform market. This move highlights Jio’s strategy of leveraging vertical integration and regulatory leniency to dominate the market. The research delves into the historical context of India’s digital policies and the government’s role in fostering a liberalized market environment through ‘regulatory silence’. It also explores the implications of media convergence and platformization, where digital giants shape the production and distribution of media content. The article argues that Jio’s control over the internet infrastructure and its extensive content library position it as a formidable player in the Indian media industry, influencing both market dynamics and regulatory frameworks. By analysing Jio’s ascent and the broader media policy environment, this study provides insights into the evolving power structures and economic strategies within India’s digital media sector, offering a critical perspective on the interplay between telecommunications and media in a rapidly digitalizing economy. © 2025 Intellect Ltd.