Flipkart has forayed into India’s online video streaming market. The company also plans to launch original content called ‘Flipkart Video Originals’ that would be integrated within the Flipkart Video platform.
Academy Award winner Guneet Monga will be the first creator to join the Flipkart Video Originals team, baking “snackable content” in the mobile-first and interactive platform. The first original series hosted by Bollywood director Farah Khan ‘Backbenchers’ will go live on 19th October and will be following a talk-show format with famous stars being quizzed by the host.
Flipkart will be working with production houses like Frames, Studio Next, and Sikhya Productions, bringing binge-worthy content across various genres and languages on the platform. The company, allegedly having a user base of over 10 million in India, says that it would offer a unique storytelling format while making interactive videos like original pioneers like Netflix.
Is Flipkart late to the ‘original’ party?
Amazon launched its Prime Video platform in 2016, making it the direct rival of Flipkart. Amazon has already reserved its spot in the video streaming sector in India. Flipkart’s late entry makes it necessary for the firm to pull up its socks, tie its laces, and get ready for the race to the top.
Amazon Prime Video has increased its focus on original Indian content in recent times with series like Mirzapur and The Family Man, amongst others.
Flipkart Video will initially be offering shows and Bollywood movies as well as content from various houses like Dice Media, TVF, Arre, and Viu. However, it doesn’t look like Flipkart would be offering any Hollywood or international series or movies currently, bringing Prime to its advantage. Flipkart is late to the era of Netflix, and the question of its survival remains.
Another question to arise is whether it is the right time for Flipkart to foray into this area, even while it looks forward to strengthening its retail food venture.