6 Key Tenets of the UI/UX Strategy for Your OTT App

Shalabh Agarwal Jul 19th, 2021

In previous posts, we have stated how the OTT space is a highly lucrative one with estimates of it surpassing US$ 438.5 billion in the next five years.

So, it’s no rocket science that if you’re a content creator, if you want to earn the dollars, being present on OTT is a requisite. But one must keep in mind that to get those users (and for them to stay) on your OTT app, the user interface (UI) and user experience (UX) is of utmost importance.

In this post, we explain how UI and UX can be increased.

Onboarding experience

‘The first impression is the last impression’. We have heard this phrase before and it holds extremely true here. Your video content could be top-notch, but if the first experience is bad, the user may not ever see it. Once the user is on the app, if you’re offering SVOD (subscription video on demand), make sure all your plans are written out clearly. If there’s a freebie being offered in the way of a promo code, it makes sense to mention it at a place visible to the consumer. A consumer who pays full price and then finds out about a promo code, could be angered and may or may not renew the subscription.


When a user logs in to the app, a greeting with the person’s name could be useful. Then, the content should take over. Netflix scores heavily here as it offers users a chance to continue watching the same piece of content the user was watching the last time he/she logged in. Along with this, the user can be also fed content similar to what has been consumed in the past. You need to have an intuitive UI that can help grab the attention of the user and then keep them binge-watching for hours.

Multiple user accounts

Apps like Netflix, Amazon Prime Video etc are offering users multiple accounts depending on the price they pay to secure a subscription account. For a slightly higher price, one subscriber can get multiple users to access the content. Each user can have their individual interface and personalised recommendations so that you can get them to binge-watch your video content for a slightly longer duration.

Being present across multiple devices and compatible too

Make sure that your content is available across devices and compatible too. You don’t want to be available only on one platform because depending on what time of the day, a user could log in to your app from different devices (phone, smart TV, computer). You need to make sure not only are you available across multiple devices, but your content is compatible with each device. You don’t want your content to be blurry or pixelated on a smart TV as that’s an instant turn off.


As a person is browsing through the thumbnails of your content, it’s a good idea to have short video previews. These offer the user a chance to see a bit of the video and make up their mind on whether they would like to continue watching that particular video or look for another one.


Most users on an OTT platform use the search bar to look for the content they want to consume. Allow options like voice for the same. For those typing, offer an intuitive search. Often, spellings could be incorrect, so keep that in mind and make sure you use the tech that allows you to help users find the content even if it’s not correctly spelt. One more way of helping is, offering instant results as and when the person is searching for a piece of content. Not only does it help the person find this piece of content, but it could also give a recommendation of a video that could be viewed in the future.

Sold on these ideas but don’t know how to attain them?

Don’t worry, this is where team Enveu can step in. We will create the best UI and UX experience that your content deserves. Let’s chat!

Shalabh Agarwal - Co-founder, Enveu
Shalabh Agarwal is the co-founder of Enveu, one of the fastest-growing App automation and OTT solutions providers. Shalabh oversees the global businesses for Enveu and has been working in the Technology and SaaS space for over 15 years.

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