Walmart-owned Flipkart might enter the OTT space, reports ET Now. “We have been asked in the past about content, we will also eventually offer some kind of content to the customers. The Indian customer today is very much into content today…,” Kalyan Krishnamurthy, CEO, Flipkart told ET Now.

He added, “In terms of time, frequency, if you could just look at our customer base, it’s heavily skewed to the 18 to 35 age bracket. And that particular age bracket is particularly skewed into content. So we will offer content over time.” Krishnamurthy said that Flipkart would partner with other companies to provide this service. He added that the company would launch it in the next 2 years.

MediaNama has reached out Flipkart for more details and will update the story when we hear from them.

Flipkart’s tie-ups

  • In September, there were reports that Flipkart was in talks to buy a stake in Hotstar. However, this discussion did not reach a conclusion.
  • In July Flipkart launched an ads platform, Shopper Audience Network, in partnership with Hotstar. Shopper Audience Network was used to float personalised video ads on Hotstar. It used audience-based inputs along with Flipkart’s record of user purchase history to serve ads to Hotstar subscribers.


Amazon, Flipkart’s competitor in the retail sector, had launched its OTT platform, Prime Video in India in December 2016, and has long been diversifying content for the Indian user.

  • In November, Prime Video launched a Hindi user interface for its website and app
  • It announced the launch of 30 more originals in multiple Indian languages.
  • It also added Kannada movies to its library after Hindi, Tamil, Telugu, Marathi, Bengali and Hindi content.
  • In August, Amazon’s mobile website became available in Hindi. It also incorporated Hindi in its text to speech service Amazon Polly.

The other OTT platform dominating the digital space in India includes Netflix, whose shares soared 15% after reporting its Q3FY2019 earnings and 130 million paid subscribers and 7 million on free trial. The company added 998,000 paid memberships in the US, and 5 million in the international market this quarter. Calling it a key territory, Netflix, in November announced to make nine productions in India.