iWorld
Flipkart’s entry into video streaming space more of an e-commerce play
MUMBAI: Ever since Flipkart announced its entry into India’s booming video streaming space, it’s been the talk of the town. The Walmart-owned e-commerce platform will open it up for Flipkart Plus loyalty program members in a fashion similar to Amazon Prime Video.
The upcoming video streaming service will enter the market in September, before the festive season of Diwali. The difference between the two is that Flipkart’s service is entirely free for Plus members while the other entails a cost of Rs 129 a month. Another difference is that Flipkart is currently licensing content while Amazon invests in its own. However, industry experts are divided on the effectiveness of the e-commerce player’s plan to enter the market with commissioned content.
“Walmart acquired Vudu in 2010 and has been trying to scale it with an ad-funded model rather than originals/subscription. For India, if they have decided to do aggregated content, I think it is because they are testing waters initially. Walmart as a new video OTT player is a good step for consumers and the industry. I think once they taste the success they will start investing in local content or originals as well. Walmart is also as deep-pocketed as Netflix or Amazon,” Eros International group chief marketing officer Manav Sethi commented on the strategy.
On the other hand, Elara Capital vice president research Karan Taurani is of the view that until and unless OTT players make an investment into original content, no massive changes can be expected since it is a very crowded space with more than 30 players. Reports say that Flipkart has not ruled out the possibility of launching originals.
Despite its different stance, experts are sure that it will definitely boost Flipkart’s business. One media analyst opined that the model is similar to Amazon Prime Video where content is one offering in Flipkart’s loyalty programme. However, instead of targetting a million subscribers, Flipkart’s aim is to get more consumers to spend money on its platform.
“The play they want to have is really similar to Amazon than Netflix. The idea is to hook the audiences to its content to study consumer behaviour for better targetting,” said another analyst from an auditing firm who wished to remain unnamed. He added that if it can get people to linger on the platform and increase the number of services provided to them, Flipkart will be in a better position to target them efficiently. But he added that the quality of content and price point will also matter.
“In the past 10 years, our vision and ethos have been to create India-specific tech solutions. What we are rolling out when it comes to addressing the needs of the next 200 million users in our country, is taking forward those founding principles of access and affordability,” Flipkart group CEO Kalyan Krishnamurthy commented as per media reports.
Taurani added that Flipkart can tie up with multiple OTT platforms which will help it boost its e-commerce segment. As Amazon Prime is restricted to have in-house content, this can be an advantage.
Moreover, as per Taurani, the OTT platforms or broadcasters providing content to Flipkart will also gain from the deal as this will be an additional revenue stream for them apart from their current tie-up with the telcos. Hence, it’s a win-win situation for both but it will obviously help Flipkart’s e-commerce play more.
It’s yet to be ascertained how this move will create a dent in the market. “It will increase the competition. The consumers who were having 30-plus options will have one more big option to consume. Depending on how Walmart packages and prices it, I think it should see significant consumption uptake,” Sethi added.
According to a recent report from KPMG, the digital segment of the media and entertainment industry in India contributed Rs 173 billion in revenue in FY19 with digital advertising and subscription from OTT platforms contributing significantly. The potential of the market is noticeable as the report predicts 580 million OTT consumers by FY24 will be spending more than 30 minutes on online video platforms each day.
iWorld
Hari Om OTT bets on AI-first filmmaking after Bharat Next Gen takeover
Platform plans six devotional series yearly, with Dronacharya set for June 2026 release.
MUMBAI: Lights, camera… algorithm. In a move that blends mythology with machine learning, devotional streaming platform Hari Om OTT is placing artificial intelligence at the heart of its filmmaking playbook. Founded by media entrepreneur Vibhu Agarwal and recently acquired by Bharat Next Gen Digital Pvt Ltd, the platform has announced a full scale AI first content strategy that positions artificial intelligence as the backbone of its film production model. The company plans to launch six original devotional series annually, beginning in the upcoming financial year.
Rather than treating AI as a post production shortcut, Hari Om OTT says it has spent the past 14 months building a full 360 degree in house AI ecosystem designed to power the entire creative pipeline. The platform has assembled a specialised internal team that includes AI Creative Directors, devotional content researchers and dedicated scriptwriters, bringing everything from concept development to execution under one roof.
The studio already has multiple films in production and is targeting at least three theatrical releases in the coming financial year. Leading the slate is Dronacharya, scheduled for release in June 2026, followed by Khatushyam Ji, Salasar Balaji and Rani Dadi Sati. Additional projects in development include stories centred on Agrasen Maharaj Ji and Chatthi Maiya.
Beyond feature films and series, Hari Om OTT is also expanding into a documentary vertical that explores the cultural heritage and temples of different Indian states. Designed as a state wise tourism promotional series, the project will use AI driven visual tools to offer immersive glimpses into India’s spiritual and architectural legacy, aiming to connect devotional storytelling with heritage tourism for global audiences.
Bharat Next Gen director Kanhiya Mittal described the upcoming slate as the start of what he calls a new cinematic movement powered by artificial intelligence.
“With Dronacharya, we are initiating a new cinematic movement powered by AI. This technology allows us to present India’s sacred history and cultural legacy with greater scale and authenticity. Our vision aligns with the prime minister’s emphasis on AI first innovation for India’s growth. We believe storytelling rooted in tradition, enhanced by technology, can position India as a global leader in human centric AI creativity,” he said.
Backed by Bharat Next Gen, Hari Om OTT is now positioning itself as a technology forward devotional content studio operating at the intersection of artificial intelligence and culturally rooted storytelling, where epics from the past may soon be shaped as much by code as by creativity.
