Want to Win on OTT? Invest in UI With a Focus on Search

Shalabh Agarwal May 25th, 2022

Over the last couple of years, OTT as a medium has recorded extremely high growth. The OTT market is expected to touch US$ 1,039 trillion in revenue by 2027 according to an Allied Mark Research report.

Ongoing trials to introduce 5G technology in the area and changing customer expectations mean more companies will launch streaming platforms rather than license their content to other platforms in the future. So, it’s a case of not only taking a piece of the pie but also increasing the overall pie.

Rich & Relevant Content

Content is king is an overused but true catchphrase.

The single most important aspect behind getting viewers on your platform is content. Whichever category you operate in, it’s of utmost importance to have the right content for your user base.

Fast & Easy Discoverability

After content, the next important bit is the ease of access and interface for the audience to find the content. With the OTT market exploding, we are seeing more and more players entering the space, which means there’s a chance that your best bit of content might not reach the end-user.

That’s where discoverability is of utmost importance. This helps when you have a large user base and a large content catalogue.

Think of Netflix and other top OTT apps – the discoverability of content is as simple as it gets. Use the data you have access to.

Netflix does that and gives users highly personalised recommendations, ease in search, and segmentation.

First, it asks the viewer to pick his/her profile. Then, once he/she has logged in, there are plenty of recommendations to start the binge-watch journey. These are based on broad preferences of shows previously watched. For new users, genres of interest are asked to populate that list. Along with this, there’s also ‘top 10’ charts of various types like ‘top 10 in your country’ and ‘top 10 on Netflix’. These charts help the user sample pieces of content they otherwise wouldn’t. The user may not select any of the content on day one of seeing it, but repeated exposure might do the trick.

If the recommendations don’t work, then comes the search option, which is also extremely simple. It provides auto prompts, which populates and changes the search results at the key of every character.

The above just simplifies content discovery and makes it seamless to watch content on the platform.

Over and above this, also offer users features like an option to resume where he/she left off.

So, it’s a no-brainer that UI and UX (along with content) are the keys to acquiring and retaining users. A partner like Enveu that can help integrate a modern recommendation engine with AI-based capabilities can equip an OTT platform. Enveu can use millions of data points to eliminate customer frustration in finding the right content. Connect with us for a quick chat on how Enveu can help you create the binge-watch experience for your consumer.

Let’s talk!

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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