Flipkart All Set To Launch Free Video Streaming Platform To Challenge Amazon’s Prime Video

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Flipkart and Amazon are set to lock horns once again – but this time in the video streaming business. Walmart, which acquired Flipkart last year, is set to come out with a new video streaming service in an effort to capture the growing userbase of streaming services in India through Flipkart. The service is apparently set to launch next month itself, with it featuring content from international producers as well as domestic ones.

Is Flipkart video streaming service exactly the same as the service provided by Amazon prime video? Let us look at it in a little more detail.

Flipkart Video Streaming: Content and Pricing

The online video streaming service by Flipkart is going to differ from Amazon’s prime video in two major manners. The first of those is the production of original content. Unlike Amazon’s Prime Video, Flipkart’s streaming service would not be indulging in the production of original content, although that is the just the plan for the initial days. Instead, it is going to license the content from different production houses.

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The second major difference between the two is the pricing. While Amazon Prime Video charges its consumers Rs 999 per year, Flipkart will charge its consumers on the basis of a loyalty program called Flipkart Plus. For the members of the loyalty program, the platform will be free. We can become a member of the loyalty program by earning 300 ‘super coins’ by spending money with the retailer. To put things into perspective, spending Rs 100 earns the user about 2 super coins.

Regional Language Interface

Video streaming services have become extremely popular in India over the past couple of years. It is estimated that the video streaming market in India would be worth $5 billion by 2023. A recent report by Counterpoint Research stated that out of all the users of OTT video content platforms in India, 89% belong to the age group in between 16-35 years. Flipkart wishes to target this young generation in a method different from the others. It is planning to introduce a new Hindi language interface on the platform. When asked about the same, Flipkart CEO Kalyan Krishnamurthy had this to say:-

“As per research, 90 per cent of new internet users in India are native language speakers coming from tier II and beyond cities. There is also a large number of people who would feel more comfortable shopping online if it was made available in their language. We have been working on this for the last one year and have made a huge technology investment,” Kalyan Krishnamurthy, CEP – Flipkart India, said.

Hindi won’t be the only language whose interface would be added to the service. Other languages to make the cut include vernacular languages like Tamil, Telugu and Bengali. It was only last year that Flipkart acquired Liv.ai, a technology which converts text to speech in 10 different Indian languages.

Walmart acquired Flipkart in a $16 billion deal last year to provide proper competition to Amazon in the country. With the streaming service set to launch, the retail giant will have one more card up its sleeve in the battle for internet dominance.

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