India’s online entertainment industry is witnessing its biggest traction ever. Fuelled by the abundance of OTT apps and the availability of cheap mobile internet, a full-blown video-streaming revolution is sweeping the country.
As a result, every consumer internet firm wants to get into video because that is where the highest user engagement rates are.
Flipkart is the latest to join the bandwagon. The Walmart-owned ecommerce major has launched movies and shows on its Android app.
The ‘Flipkart Video’ feature is being rolled out in a staggered manner. New users are getting the preference. All content is available for free; users just have to sign in. Flipkart has partnered with OTT content creators Viu, TVF, Arre, Dice Media, and VOOT.
The company aims to compete with Amazon in the OTT space. The latter launched its video-streaming service, Prime Video, in India in 2016. Since then, Amazon has produced several original shows for the Indian market, and also offered a rich repository of Indian language content on its platform.
Flipkart Video, too, is focusing on Indian content for now. On offer are Bollywood and regional language movies, talk shows, comedy programmes, and originals from its content partners.
In an earlier statement, Flipkart had said, “Our video content offering is focused on three primary aspects, keeping in mind our understanding of the market: free, curated and personalised. We believe that our customers shouldn’t pay extra for premium content.”
Social shopping with Flipkart Ideas
Flipkart is also bringing social commerce to its app.
It has launched ‘Flipkart Ideas’ – an Instagram-like feed for digital influencers. Users can browse through the content generated by these influencers as well as brands, and shop for products from within the Ideas tab.
Users can also customise their Flipkart Ideas feed by selecting topics of interest. These include Food, Travel, Reading, Gadgets, Fashion, Health & Fitness, Parenting, and others. They can even follow influencers for shopping recommendations.
Interestingly, while Flipkart Ideas is modelled on Instagram’s social shopping feature, it has reached Indian users before the Facebook-owned social media app could launch its own. Tens of millions of users shop using Instagram, but the feature is not yet live in India.
Some brands that are already live on Flipkart Ideas are Apple, Syska, Cadbury, Wildcraft, Fujifilm, and others.
Flipkart is yet to announce the Ideas feature, but it is visible starting today. However, neither Videos nor Ideas is available on iOS currently.