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Flipkart_Video

Flipkart Video was a free over-the-top (OTT) video streaming service launched by the Indian e-commerce giant Flipkart in August 2019, integrated exclusively within its mobile shopping app to offer users on-demand access to movies, TV shows, and original content without requiring a separate platform or subscription fee.^[1]^[2] The service was designed to boost user retention on the app by blending entertainment with shopping, directly competing with rivals like Amazon Prime Video in India's burgeoning digital streaming market.^[3] At launch, Flipkart Video featured a curated library of over 5,000 titles, primarily in Hindi and other regional Indian languages, sourced through partnerships with prominent OTT content providers such as Voot, Viu, TVF, Arre, and Dice Media.^[4]^[5]^[6] The platform emphasized mobile-first viewing with personalized recommendations and was initially ad-free to attract users, though plans were announced to introduce advertisements for sustainability.^[5] In October 2019, Flipkart expanded the offering with Flipkart Video Originals, a lineup of exclusive short-form series and shows produced in collaboration with filmmakers and celebrities, including the interactive comedy Backbenchers hosted by Bollywood director Farah Khan and the anthology Zindagi inShort curated by producer Guneet Monga.^[7]^[8]^[9] Despite initial enthusiasm, Flipkart Video faced challenges with user adoption in a crowded market dominated by established players, leading to its discontinuation in July 2023 due to limited response.^[10] By 2025, Flipkart had pivoted its video capabilities toward commerce-focused features like short-form product videos, livestream shopping, and creator content under the broader Flipkart Video brand, with over 200 million users engaging with such videos in the first half of the year to drive sales among Gen Z and tier-2/3 city shoppers.^[11]^[12] Reports in late 2024 indicated potential plans for a stronger relaunch of OTT streaming in 2025, though no confirmed full OTT revival had materialized as of November 2025, with the brand instead active in promotional video commerce initiatives.^[10]^[13]

History

Launch and Initial Rollout

Flipkart announced the launch of its video streaming service, Flipkart Video, on August 6, 2019, positioning it as a free video-on-demand platform integrated directly into the Flipkart mobile app for Android users.^[14] The service was initially available exclusively to members of the Flipkart Plus loyalty program, offering access to a curated library of content without additional subscriptions, and aimed to enhance user engagement by blending entertainment with e-commerce.^[15] Rollout began progressively from August 17, 2019, starting with the Android app to target India's growing mobile-first audience.^[2] The platform's initial content strategy emphasized Hindi-language offerings to appeal to Indian viewers, featuring a mix of short-form videos, web series, TV shows, and Bollywood movies.^[15] To build its library quickly, Flipkart partnered with several content providers, including Voot, Arre, Viu, TVF, and Dice Media, aggregating their popular titles such as web series and episodic content for seamless streaming within the app.^[4] This aggregation approach allowed Flipkart Video to launch with diverse, regionally relevant programming without developing all content in-house from the outset.^[1] In October 2019, Flipkart expanded into original programming with the announcement and premiere of its first series, Back Benchers, on October 19.^[16] Hosted by Bollywood choreographer and director Farah Khan, the show was a non-fiction celebrity quiz format involving comedy sketches, interviews, and nostalgic games, with initial guests including Anil Kapoor and Shilpa Shetty.^[17] The launch of Back Benchers marked Flipkart Video's entry into bespoke content creation under the "Flipkart Video Originals" banner.^[18] The primary motivation behind Flipkart Video's inception was to compete with established streaming giants like Amazon Prime Video and Netflix by leveraging Flipkart's massive e-commerce user base for cross-promotion between shopping and entertainment.^[14] This integration aimed to drive loyalty and retention, positioning video as a value-add to differentiate Flipkart in India's competitive digital market.^[2]

Growth and Content Expansion

Following its launch, Flipkart Video underwent substantial content expansion from 2020 onward, diversifying its offerings to include original series and interactive formats aimed at increasing user engagement within the Flipkart app. This period marked a shift toward building a robust library of short-form and episodic content tailored to Indian audiences, with a focus on storytelling and gamified experiences. In February 2020, the platform introduced "Zindagi inShort," its first major original anthology series, comprising seven short films directed by emerging filmmakers such as Tahira Kashyap and curated by producer Guneet Monga. Featuring actors like Neena Gupta in lead roles, the series addressed themes of women's empowerment, domestic violence, infidelity, and social taboos through narratives spanning different life stages.^[19]^[20] The episodes, each around 15-20 minutes, streamed exclusively on the app starting February 19, emphasizing relatable, bite-sized dramas to attract daily commuters and young viewers.^[19] The platform further grew by launching interactive non-fiction shows in 2020 and 2021, blending entertainment with audience participation through polls and quizzes. "Fake or Not?," which debuted in July 2020 and was hosted by comedian Mallika Dua, encouraged users to vote on the authenticity of viral news stories, fostering daily engagement via short episodes.^[21]^[22] Complementing this, "Sabse Funny Kaun?" premiered in September 2020 as a comedy showdown series, pitting viral video creators against each other in humorous battles judged by viewer votes. Interactive formats extended into 2021 with celebrity-hosted programs like "Ladies v/s Gentlemen," led by Riteish Deshmukh and Genelia D'Souza, which sparked debates on gender perspectives through audience polls. These shows, typically 10-15 minutes long, integrated rewards like supercoins to drive repeat viewership. Content diversification accelerated in 2021, encompassing genres such as drama, horror, and quizzes to broaden appeal beyond initial comedy and lifestyle fare. A key addition was the original interactive quiz "Aage Kya?" in March 2021, hosted by digital influencers and centered on predicting outcomes in trending viral clips, blending humor with suspenseful elements.^[23] This expansion included dramatic narratives in series like "Crime Stories" and lighter horror-tinged shorts, allowing users to influence plot twists via in-app choices.^[24] To support this scaling, Flipkart Video forged partnerships with established production houses including Studio Next, Frames, and Sikhya Productions, enabling the creation of bespoke originals tied to cultural and seasonal themes.^[7] These collaborations facilitated exclusive content development, from scripted dramas to user-generated interactive segments. By 2022, the platform's evolution integrated promotional tie-ins with Flipkart's major sales events, such as the End of Season Sale, where video content amplified product showcases and live interactions, resulting in nearly 100 hours of user engagement through commerce-linked streams.^[25] This strategic enhancement not only boosted retention but also aligned entertainment with e-commerce, solidifying Flipkart Video's role in the app's ecosystem.

Shutdown and Dissolution

Flipkart Video, the video streaming service launched by the e-commerce giant in 2019, was officially discontinued and dissolved in July 2023, marking the end of its four-year run as a standalone feature within the Flipkart app. The closure came without a formal public announcement from Flipkart, but app updates around that time removed the video section, effectively ending access to its library for users.^[26] The decision to shut down the service was driven by several factors, including high operational costs associated with content licensing and production in India's competitive OTT landscape, where platforms spent over ₹12,500 crore on content in 2023 alone, with sports rights alone accounting for more than half of that expenditure.^[27] Intense competition from established dedicated OTT players like Netflix and Disney+ Hotstar further strained resources, as these services dominated market share amid rising subscriber acquisition expenses and content demands.^[28] Additionally, under Walmart's ownership since 2018, Flipkart shifted strategic focus back to its core e-commerce operations, prioritizing profitability in retail amid broader cost-cutting initiatives that included performance-based layoffs affecting 5-7% of its workforce in early 2024, reflecting ongoing economic pressures from 2023.^[29] For users, the shutdown resulted in the complete removal of the Flipkart Video content library from the app, with no options for migration to other Flipkart services or external platforms at the time, leaving subscribers without access to previously watched shows or ongoing series.^[9] In the lead-up to closure, Flipkart wound down its original content production, ceasing new commissions after 2022 while allowing existing originals to conclude their runs, as evidenced by the lack of new releases in the final months.^[30] Following the dissolution, Flipkart pivoted its video capabilities toward commerce-focused features, such as short-form product videos, livestream shopping, and creator content under the broader Flipkart Video brand, with over 200 million users engaging with such videos in the first half of 2025 to drive sales.^[11] Reports in late 2024 indicated potential plans for a stronger relaunch of OTT streaming in 2025, though no confirmed updates had materialized as of November 2025.^[10] This dissolution was part of Flipkart's larger cost-optimization efforts in response to economic challenges in the Indian streaming market, where platforms faced profitability hurdles due to escalating content costs and slowing subscriber growth post-pandemic.^[31] The move aligned with industry trends, as non-core verticals were pruned to streamline operations and redirect investments toward e-commerce growth.

Features and Functionality

Streaming Capabilities

Flipkart Video provided free access to streaming content without requiring a separate subscription, leveraging the existing Flipkart app ecosystem for all users.^[15] The service initially operated on an ad-free model, though this was positioned as temporary ahead of potential ad-supported expansion.^[5] Content delivery focused on mobile-optimized formats, supporting short-form videos such as short films alongside episodic series, typically designed for quick consumption on smartphones.^[32] These were curated for Indian audiences, with offerings in Hindi and select regional languages like Tamil and Kannada to enhance accessibility.^[5] Streaming quality featured two selectable options—Auto and Good—with the Good setting delivering up to 480p resolution to accommodate diverse network conditions prevalent in India.^[5] Access was seamlessly integrated into the Flipkart Android app via a dedicated Videos section in the navigation menu.^[5]

Integration with Flipkart App

Flipkart Video was seamlessly embedded within the Flipkart mobile app, introducing a dedicated "Videos" section accessible via the hamburger menu in the top left corner. This integration launched in August 2019 alongside an update to the Android app (version 6.17), allowing users to stream curated content without leaving the e-commerce platform.^[33] The service was available exclusively through the Android version of the app during its active period. The platform's design emphasized cross-promotion between entertainment and shopping, with video recommendations personalized based on user-selected preferences to enhance engagement.^[33] Complementing this, the simultaneously launched "Ideas" section incorporated short videos and images from influencers, featuring embedded shopping links in descriptions to directly connect content viewing with product purchases.^[33] This approach aimed to blend media consumption with e-commerce, though specific ties to users' shopping history for video suggestions were not explicitly detailed in initial implementations.^[5] Exclusively available through the Flipkart app and not as a standalone website or separate application, the service was engineered to funnel users back into shopping activities.^[34] App interface updates included a dark-themed UI with tabs for "All," "Movies," and "Shows," alongside playback controls like quality settings (Auto, Good) and a "My List" feature for saved content.^[5] During high-traffic events like the Big Billion Days sales, the app incorporated carousel banners displaying video thumbnails to promote relevant content and sustain user interaction.^[33]

User Engagement Tools

Flipkart Video incorporated interactive quizzes and polls within its content to encourage real-time user participation. Shows such as "Fake or Not?" featured true/false questions on topics like misinformation and COVID-19 myths, hosted by Mallika Dua, allowing viewers to answer during episodes for chances to win Flipkart vouchers and other rewards.^[35] Similarly, the poll-based game show "Kya Bolti Public," hosted by Maniesh Paul, presented five options-based questions per episode, enabling audience voting to influence outcomes and compete for prizes.^[36] Other quiz formats, including "Super Fan" with celebrity trivia and "Prize Wali Paathshala" on educational facts, further integrated these elements to boost engagement through immediate feedback and reward incentives.^[35]^[37] Social sharing options facilitated exporting clips and inviting friends via platforms like WhatsApp and Instagram, tying into Flipkart's referral programs. Users could share unique invite links from game show details pages to encourage others to participate in quizzes and polls, earning mutual rewards such as vouchers up to Rs. 10,000 upon successful referrals.^[38] This integration aimed to expand the user base by leveraging viral sharing during peak interactive episodes.^[38] Personalized playlists were generated based on users' viewing history and initial content selections, with notifications alerting users to new episodes matching their preferences. At launch, viewers chose three videos to seed tailored recommendations across movies and shows from partners like Voot and TVF.^[2] Ongoing app notifications ensured users received pushes for preferred content, enhancing retention without a paywall. Gamification elements appeared in quiz shows through competitive structures and rewards, such as in "Kya Bolti Public" and "Entertainer No 1," where participant scores and poll results drove episode dynamics, redeemable for Flipkart discounts.^[39] These features, including daily quizzes with guaranteed prizes, fostered habitual engagement by blending entertainment with e-commerce incentives.^[40] These features were available from the service's launch in 2019 until its discontinuation in 2023.

Content and Partnerships

Original Video Productions

Flipkart Video's original productions were developed through a collaborative model involving in-house curation and partnerships with external production studios such as Studio Next, Frames, and Sikhya Productions, emphasizing quick-to-produce, short-form content tailored for mobile viewing.^[41]^[42] This approach allowed for efficient creation of series with episode counts typically ranging from 7 to 20, focusing on accessible entertainment without high production overheads.^[41] Among the key original series, Back Benchers debuted in October 2019 as the platform's first exclusive offering, featuring 20 episodes of a comedy-celebrity game show format hosted by Farah Khan, where Bollywood stars engaged in nostalgic school-themed banter and quizzes.^[41]^[42] Following this, Zindagi inShort launched on February 19, 2020, comprising seven dramatic anthology shorts that explored heartwarming, slice-of-life stories directed by multiple filmmakers in collaboration with Sikhya Entertainment.^[43] In 2021, Aage Kya? introduced an interactive quiz-drama hybrid with over 60 episodes starting March 28, where viewers predicted outcomes of viral video clips through multiple-choice prompts, hosted by digital influencers like Karan Sareen and Vivek Menon.^[23] The creative direction for these originals centered on relatable Indian narratives and youth-oriented humor, designed as snackable, interactive experiences to suit mobile-first consumption and boost user engagement on the Flipkart app.^[42]^[8] This included subtle integrations of e-commerce elements to align with Flipkart's ecosystem, prioritizing entertainment that resonated with emerging online audiences in diverse languages and genres.^[41] Behind the scenes, casting drew from mid-tier Bollywood celebrities for Back Benchers—such as Ananya Panday and Varun Sharma—alongside influencers for interactive formats like Aage Kya?, enabling cost-effective production while leveraging social media appeal.^[41]^[23] By 2022, these originals formed a significant portion of the platform's library, though exact metrics varied as content expanded through such partnerships.^[8] Challenges in production stemmed from the mobile-first design, which necessitated limited episode lengths—often 10-15 minutes—to accommodate quick viewing sessions, while avoiding resource-intensive effects to maintain affordability and rapid turnaround.^[42]^[8] This format ensured compatibility with the Flipkart app's video section but constrained narrative depth compared to traditional streaming services.^[23]

Licensed and Partnered Content

Flipkart Video aggregated its external content library through strategic partnerships with several prominent OTT platforms and content creators, providing full access to select offerings from Voot Select, Arre originals, Viu premium shorts, TVF web series, and Dice Media animations.^[1]^[4] These collaborations enabled users to stream a diverse range of entertainment without additional cost, integrated directly into the Flipkart app. The platform's library comprised over 5,000 TV shows and movies, with a significant portion derived from these licensed partnerships, including dubbed international shorts from Viu—such as Korean dramas localized for Indian audiences—and regional Hindi adaptations to cater to non-English speakers.^[6]^[1] This licensed content formed the backbone of Flipkart Video's offerings, emphasizing accessibility during shopping sessions. Deal structures with partners were centered on non-exclusive rights for free, ad-supported streaming, allowing Flipkart to monetize views through integrated advertisements, particularly amplified during high-traffic events like sales periods, while partners retained distribution on their own platforms.^[44]^[45] Notable titles available through these partnerships included TVF's "Permanent Roommates," a popular romantic comedy web series; Dice Media's "Sketchy Behaviour" series, featuring humorous animations; and Voot's youth-oriented dramas like "Dil Hi Toh Hai," targeting young adult audiences with themes of relationships and drama.^[1]^[4] These selections exemplified the platform's focus on engaging, relatable content. Curation was driven by algorithmic recommendations that prioritized high-engagement genres such as romance and thrillers, tailored to complement users' downtime while browsing or post-purchase on the e-commerce app, ensuring personalized feeds to boost retention.^[1] This approach supplemented Flipkart Video's limited original productions by filling gaps with proven external hits.

Reception and Impact

User Adoption and Metrics

Flipkart Video experienced significant user adoption following its launch, reflecting the platform's appeal as an integrated entertainment feature within the e-commerce ecosystem, particularly through short-form content tailored to mobile consumption.^[46] The platform saw encouraging engagement in its early years, with a focus on onboarding new users to e-commerce, especially in tier II and III markets. Viewership increased during festive seasons, correlating with heightened shopping activity and demonstrating the service's role in driving e-commerce traffic.^[46] The user demographic was primarily young urban users in India. However, adoption declined from 2022 onward due to intensifying competition from dedicated short-video platforms like Instagram Reels and YouTube Shorts, contributing to the service's discontinuation around 2023.^[10]

Critical and Industry Response

Flipkart Video garnered positive attention from industry observers for its pioneering blend of e-commerce and over-the-top (OTT) streaming, offering free short-form content to drive user retention within the Flipkart app. Media coverage emphasized how this hybrid approach differentiated it from traditional OTT platforms, enabling seamless transitions from entertainment to shopping and onboarding new users to digital commerce.^[47]^[46] The platform's original production "Back Benchers," a nostalgic celebrity game show hosted by Farah Khan, was lauded for its lighthearted entertainment value and interactive elements, though user ratings averaged a modest 2.9 out of 10 on IMDb, reflecting criticisms of uneven execution.^[48] Similarly, the anthology series "Zindagi inShort" received acclaim for its poignant slice-of-life narratives and standout performances by actors like Neena Gupta, Divya Dutta, and Deepak Dobriyal, with reviewers highlighting its emotional depth in a compact format.^[49] Critics pointed to limitations in content depth due to the emphasis on bite-sized episodes, often comparing it unfavorably to the polished, long-form productions of Netflix, while noting relatively lower production budgets that impacted visual quality.^[50] In broader industry analyses, Flipkart Video was viewed as a trailblazer for hybrid e-commerce-entertainment models, contributing to increased app engagement and inspiring rivals like Amazon to expand free video initiatives such as miniTV. Reports from 2021 underscored its role in enhancing platform stickiness amid the OTT boom.^[51]^[52] The service's ad-supported, free-access structure faced challenges in competing with ad-free premium offerings from Netflix and Amazon Prime Video, prompting Flipkart to reevaluate and evolve its video strategy toward integrated commerce features by 2023.^[53]

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Mar 2, 2021 · Zindagi inShort is a bouquet of short films produced by Academy award winner Guneet Monga and her Sikhya Entertainment that has always strived to tell ...
[54]
India's Flipkart takes the fight to Amazon and Netflix with movie ...
Oct 22, 2019 · Indian online shopping giant Flipkart, the country's home-grown answer to Amazon, announced plans this month to start producing original shows ...
[55]
The Rise of Video Commerce in India | Arpit Srivastava
Jun 17, 2021 · Two years down the line, it seems like Flipkart Video has been serving a different purpose altogether. In-app video streaming with ...
[56]
Flipkart bets on livestreaming and videos to win over online shoppers
Jun 27, 2025 · Flipkart's own data shows that video-led engagement is surging. In the first half of 2025, over 200 million users interacted with videos while ...