Flipkart forays into original video content, takes on Amazon and Netflix

Walmart-owned e-commerce major Flipkart is foraying into offering original video content with the launch of Flipkart Video Originals. 

Integrated within the Flipkart Video platform, launched in August, Flipkart Video Originals will be produced by well-known industry figures. Flipkart said it will produce “bespoke snackable content” that is both mobile-first and interactive. 

“All the main players are primarily anchored around fictional content,” said Prakash Sikaria, vice-president, growth and monetisation at Flipkart, adding that while other over-the-top (OTT) platforms are focused on metropolitan centres, Flipkart would look at Tier-II and –II cities. 

Sikaria said, “More than half our content is from Tier-III towns.”

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