Now Reading: Flipkart-Netflix deal flags rise of content commerce in India
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Flipkart-Netflix deal flags rise of content commerce in India
Flipkart and Netflix have partnered to let Flipkart Plus members earn a Netflix Mobile Plan through regular shopping, eliminating separate subscriptions. Meanwhile, JioHotstar launched 'Shop the Look' with NEWME during Splitsvilla, allowing…
The Story in Brief
Flipkart and Netflix have partnered to let Flipkart Plus members earn a Netflix Mobile Plan through regular shopping, eliminating separate subscriptions. Meanwhile, JioHotstar launched 'Shop the Look' with NEWME during Splitsvilla, allowing viewers to buy fashion without leaving the stream. YouTube creators already tag products for commissions. Industry estimates peg India's connected TV advertising market at Rs 2,300, 2,500 crore, with interactive formats like shoppable ads contributing 5, 10% of that. Content commerce remains nascent, with OTT platforms balancing passive viewing and active shopping in different ways.
The Indian Opinion
The hype around content commerce ignores a basic tension: YouTube viewers hunt for opinions and click through, but OTT is a lean-back escape. JioHotstar and Netflix have introduced shoppable features, yet early ad contributions are just 5-10% of CTV spends, per industry estimates. Attribution across devices remains fuzzy. The real test: will enough users actually buy without feeling interrupted, or will these experiments fade as a passing fad?
Source: livemint.com
This story was synthesised by AI from the source linked above.
