Flipkart launches microdrama on main app to drive platform engagement
The vertical is placed within Flipkart's main ecommerce app under 'Play' – which has a content-led shopping discovery platform ‘Explore’ and microdrama vertical ‘Drama’. The move is intended to attract users to the platform and boost engagement ahead of the upcoming festive season.
Flipkart has launched a microdrama section within its main ecommerce app to boost user engagement as the company gears up for the upcoming festive season. This vertical is integrated under the 'Play' tab, which already offers a content-driven shopping discovery platform called 'Explore' and a dedicated 'Drama' section. The new microdrama feed currently features series from TTT and Double Tap Films, both produced by Pratilipi's microdrama studio.
This initiative follows Flipkart's September acquisition of a majority stake in the digital content platform Pinkvilla, as the Walmart-backed company intensifies its content commerce efforts to engage Gen Z shoppers. Flipkart has not responded to inquiries regarding this development, which was first reported by Moneycontrol. The microdrama sector is already competitive, with other platforms such as Krafton, Kuku Technologies' Kuku TV, Eloelo's Story TV, ShareChat's Quick TV, and Dashverse's DashReels vying for user attention.
Pocket FM recently discontinued its microdrama vertical, Pocket TV, citing challenges in long-term retention despite aggressive user acquisition strategies. Industry leaders like Kuku Technologies and Mohalla Tech, the parent company of ShareChat and Moj, are also investing in the format despite concerns over sustainable monetization and retention.
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