Walmart’s Indian unit Flipkart is rolling out a free video service for 160 million customers this month as the company looks for new ways to increase its user base in smaller towns and cities.
“Most consumers’ first touch point with the internet is through online video content and statistics suggest that video content and entertainment play a key role in bridging the gap for consumers to come online and experience ecommerce,” a company spokeswoman said.
Flipkart, based in the southern city of Bengaluru, said it would offer movies, short videos and web series on its app, but added it won’t venture into original content right now.
Access to affordable smartphones and cheap internet has made India a growth market for streaming companies. Locked in a pitched battle for market share in the country, ecommerce firms are looking past bigger cities like Mumbai, New Delhi and Bengaluru for the next wave of growth.
Flipkart competes with Amazon’s Indian unit in the country. Unlike Amazon’s Prime video service, Flipkart won’t charge users for streaming and won’t launch a separate application for these services, the spokeswoman said.
“We have rolled out the test in among 1% of our customers currently and plan to take it to 100% of them in the next 20 days,” she added.
Flipkart would license content from production houses like Walt Disney Co and local studio Balaji Telefilms.