- Flipkart has rolled out the ‘Flipkart Video’ feature. New users are getting the preference. Each content is available for free. It has tied up with different OTT platforms such as Viu, TVF, Dice Media and VOOT.
- Like Amazon, Flipkart doesn’t have a separate app for the video. They have integrated it in their already shopping app.
Indian online entertainment industry is witnessing its biggest boom ever, powered by an abundance of OTT apps which ranges from global giant Netflix to local player ALTBalaji and availability of cheap mobile internet, full power video content revolution is taking the country by storm.
To enter this storm and join the race, almost every customer internet entity is introducing video content in some way to get a higher user engagement rate.
The latest one to join the bandwagon is Walmart-owned Flipkart which has launched movies and shows on its Android App.
Flipkart has rolled out the ‘Flipkart Video’ feature. New users are getting the preference. Each content is available for free. It has tied up with different OTT platforms such as Viu, TVF, Dice Media and VOOT.
The online retail giant is aiming to take on its e-commerce competitor Amazon which has created a big name for its Prime Video in the OTT space. In 2016, Amazon launched Prime Video in India. Since then they have created several original shows for the Indian market and also offer a huge collection of Indian content on its platform.
Flipkart Video as of now is focusing on Indian content only. They are offering Bollywood and regional movies, talk shows, comedy programs and originals from its content partners. The current video feature is only for android users.
Flipkart earlier also said that they are offering video content based on three aspects. Those are keeping in mind the market, free, curated and personalized content and customers shouldn’t pay for the premium content
Flipkart also mentioned earlier that they won’t be producing any original content as of now, cause the production cost can hurt their wallets. Initially, Flipkart is outsourcing the content from already available content players.
Like Amazon, Flipkart doesn’t have a separate app for the video. They have integrated it in their already shopping app.
Along with this Flipkart is also bringing social commerce to its app to create ‘meaningful engagement’ for its registered users.
Similar to Instagram feed, it has launched ‘Flipkart Ideas’ for digital influencers. Users can access the content generated by these influencers as well as the brands along with shopping through them.
This Ideas feed comes with the option of customization from 14 different categories which range from Food to Travel to Parenting and a lot more. Big brands such as Apple, Cadbury, Syska, Wildcraft, Fujifilm are already live on the app.
Indian OTT market has grown with leap and bounds and so has the influencer market. This seems a brilliant strategic move by Flipkart to engage the customers and influencers along with brands altogether.