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Flixjini Looks To Become The ‘TV Guide’ For India’s Binge-Watch Generation

Flixjini Looks To Become The ‘TV Guide’ For India’s Binge-Watch Generation

Flixjini’s discovery platform drives subscriptions for OTT players, and gives users a extra personalised suggestions

Prior to OTT content material aggregation, the agency worked on telecom and DTH plans assessment

With over 25+ video OTT partners, Flixjini largely specializes in the subscription-based gamers and has plans to go into local language content discovery aggregation quickly

Struggling with what to watch on Netflix, Amazon Prime Videos, Disney+ Hotstar or ALTBalaji these days is a chunk like browsing the channels within the exact old days — albeit now not that antique.

This takes place to the exceptional folks inside the so-called binge-watch technology. Getting misplaced on the over-the-pinnacle (OTT) platforms is most effective natural with over ninety OTT platforms in the Indian market and over forty+ video streaming structures on my own. According to enterprise professionals, on common, users spend approximately 20-half-hour just discovering the content on OTT platforms, and if they are no longer positive what they are looking for, it may even take a day or two.

India’s hypercompetitive OTT area is busy roping in blockbuster films and famous indicates, some gamers are still identifying ways to add newer content just to get their users hooked onto the platforms. Consumers these days are spoilt for desire.


According to a GlobalWebIndex survey, 36% of the individuals said that the biggest frustration is the sheer price of handling more than one services. As stated in DataLabs by using CFT+’s ‘India’s OTT Market Landscape 2020’, the time spent on OTT streaming has expanded extensively, in which the content intake across most structures, together with OTT, podcast, gaming have witnessed a mean boom of 30-60% on the grounds that early March.

So clearly, the present day-day OTT generation needs a digital ‘TV guide’, which isn't only all-encompassing however additionally personalized. Chennai-based Flixjini is seeking to go one step beyond and also work with OTT systems to assist them goal the proper set of customers for subscriptions and go-selling. Its content discovery platform is said to force subscriptions, beautify consumer engagement and growth consumer retention for OTT structures, that is essential for lengthy-time period success.

“We agree with that there is no person single player who's going to rule this area. It goes to be all people,” stated Ankit Chhajer, cofounder of Flixjini. 

Today, there are most effective a handful of OTT aggregators inside the giant OTT landscape. Few of them consist of Flixjini, LetsOTT, Just Watch among others. According to industry specialists, the OTT aggregator marketplace may be the following primary opportunity, similar to TV courses changed how Indians watched content material more than two decades ago.

At gift, Netflix, Disney+Hotstar, Amazon Prime Videos many of the leading structures are upping the ante within the burgeoning space through presenting in-constructed customized enjoy and pointers for its customers primarily based on their previous watched suggests and movies. However, a majority of OTT gamers — in general the ones which don’t have deep wallet like their worldwide counterparts — are nevertheless struggling to reach clients and deliver them what they need. Needless to say, the OTT gamers could have been curating and developing some of the exceptional content material within the international, however what's the factor if it isn’t visible to the right customers at the right time.

Chhajer instructed CFT that whilst a majority of OTT aggregators within the area nowadays focus on seek and filter driven recommendations, Flixjini uses synthetic intelligence (AI) algorithms for automated content material classification and personalisations to users. For seasoned users, the organization said that its platform gives info inclusive of meta info, award nominations and wins, critic opinions, container workplace numbers and more, which aren't always available in at the native platform. This allows customers make selections with something criteria they want and no longer be constrained through what alternatives are on offer on Netflix or Hotstar or Amazon Prime or any platform.

From Aggregating Telecom Plans To OTT Content Discovery

Engineers became entrepreneurs Jigar Doshi and Chhajer cofounded Cheeni Labs, the parent corporation of Flixjini, in 2011. The cofounders have known each other in view that their high school days and additionally went to the USA to pursue tiers in pc technology. Prior to venturing into the entrepreneurial world, Doshi had worked with Apple and Amazon, at the same time as Chhajer had a stint with UBS Investment Bank, in which both labored at the technology and product improvement aspect.

In 2010, the duo again to India with an concept to expand an aggregation platform referred to as Komparify (launched as Planhound) which compared cell tariff plans, pay bills and recharge alternatives throughout virtual bills like Paytm, Amazon Pay and Ola Money among others for Indian customers. This changed into just the start. As time progressed, with Reliance Jio within the photo, they steadily ventured into aggregating cell data plans, followed by means of DTH aggregation platform, and there has been no stopping for them.

In 2018, the business enterprise additionally went onto obtaining Bengaluru-based iReff, a cellular plans app, to further amplify its business. In late 2017, searching at the evolving OTT landscape, the organisation additionally launched Komparify Entertainment, in which they ventured into aggregating discovery of contents throughout numerous OTT platforms to provide users with a problem-loose streaming experience.

“Since we already had incorporated 15 telecom gamers’ cellular tariff, recharge, records plans and DTH services, we steadily began including 20-30 OTT structures, where we solved the equal hassle of adding content material of movies, TV indicates and streaming carrier carriers, thereby curating close to 75000 content throughout OTT platforms,” shared Chhajer, recalling the early days of Komparify Entertainment.

Flixjini Looks To Become The ‘TV Guide’ For India’s Binge-Watch Generation

How Flixjini Stumbled On The Need For OTT Aggregation

Chhajer stated that initially, the enterprise started curating content material discovery on its Komparify Entertainment. But, looking on the sheer magnitude of the enterprise, they decided to create a separate platform which become ‘Flixjini,’ dedicated to content material discovery.

“I am a heavy streamer myself and I desired an app,” added Doshi, “I mean, if something doesn’t paintings on Flixjini or Komparify Entertainment, we have completed plenty, simply due to the fact I wished something for my very own usage. Therefore, the evolution of the product has been more personal because it has been created especially due to the fact I can’t locate something to watch, and I continually hold jogging out of content material in these kinds of locations.”


Today, there is lots of correct original content material on OTT platforms. Often users omit out on watching them or find out mid-way that it isn't worth their time. Flixjini acts as a manual to such customers, as they leverage AI to mixture movie and TV display reviews from throughout numerous structures, thereby assisting customers make informed decisions earlier than they begin looking a movie or a show, for you to at once make them the touchdown page of the content material on the favored OTT platform. “We have performed a couple of iterations and failed a zillion times to get this proper,” shared Doshi.

Besides imparting a manual to look at the authentic content material throughout OTT systems, Flixjini additionally highlights the cutting-edge releases from across the structures in order that the consumer doesn’t miss out on the brand new content material. In addition to this, as the consumer maintains to apply the platform, the content material shown on Flixjini gets personalised to an volume that it understands the movie taste and temper of the customers. “Obviously, Netflix has carried out a first rate activity in this, however we're doing this throughout streaming services,” Doshi delivered.

In the span of two and a half years, Flixjini has come an extended way from in which it all began. Before launching it in the marketplace in March 2020, the app has been inside the beta testing section for maximum of its time. Currently, it's far to be had on Google Play Store, Apple App Store and on their website.

Flixjini Looks To Become The ‘TV Guide’ For India’s Binge-Watch Generation

Covid-19 Times In The OTT Aggregator World

According to DataLabs by way of CFT+, the average time spent by using Indian customers on OTT structures has accelerated by way of 30-60% since early March 2020. In other words, loads more customers have been spending greater time on the streaming systems than ever earlier than, to find content material to binge-watch.

Citing fintech boom in the course of demonetisation instances, Doshi said that the Covid-19 lockdown phase has unlocked comparable potential for OTT platforms like in no way earlier than, wherein that is the first time people are studying the significance of discovering content material.

Flixjini, which currently specializes in aggregating subscription-video-on-call for (SVOD) platforms, is revolutionising the OTT aggregation landscape, in which it is offering new as well as seasoned customers the convenience of coming across content material on-the-cross.

Currently, the OTT panorama is split into numerous classes primarily based at the enterprise fashions — SVOD (subscription), AVOD (advertising) and TVOD (transaction). The business enterprise is currently targeted on aggregating SVOD because of the fine of the content and the users — and of direction, the larger revenue upside from bringing in sign-ups. However, inside the future, Flixjini said that it plans to feature AVOD as nicely.

Flixjini Looks To Become The ‘TV Guide’ For India’s Binge-Watch Generation

“SVOD systems are where maximum of the movement is as they may be constantly pushing to get more customers onboard via subscription model so that the customers are hooked to their provider MoM,” said Chhajer.

With The OTT Boom, The Future Is Discovery

Growing organically, the enterprise currently has a lean crew of 18 contributors, spread throughout numerous capabilities, in which 60% of them belong to the design and tech crew, accompanied by way of accounts and advertising and marketing. The organization is levering search engine optimization and SMM tools to growth its users base. Interestingly, Flixjini noticed that its typical target market ranges from everywhere between 18 to 60 years of age. However, the business enterprise is focusing on focused on, 21 to forty four age institution, constituting 70% of OTT user base.

Flixjini has partnered with some OTT gamers immediately while conversations with others are underway, stated Chhajer.

Sharing the roadmap in advance of Flixjini, Doshi said that, in the coming months, the company plans to release a TV app (on both Android-powered clever TVs as well as Apple TV), upload more classes like sports activities, and make bigger its purchaser attain throughout geographies. It additionally intends to attention on aggregating localised video streaming content discovery characteristic to reach extra users.

Flixjini claims that it has near 4 Mn monthly active customers and visitors, and 12.5 Mn app download across Komparify Entertainment, iReff and Flixjini blended. However, in its Flixjini platform, considering the fact that its release earlier this 12 months, the employer said that with very little advertising it drives more than 1 Mn clicks. “That is virtually full-size, as we're simply getting commenced,” concluded Doshi, “Simply positioned, the less time a user spends on our platform and greater clicks type of defines our motive as an OTT content material discovery platform.”

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