User Experience + Content: The Key to a Successful Streaming Service


Our market is filled with an abundance of streaming video services: Netflix, Hulu, Amazon Prime, Disney Plus, and soon Apple TV Plus. But, with so many options for consumers to choose from, how can these platforms ensure their success? By following the formula: Content + User Experience, you can better your chances of having a successful video streaming service.

The Formula

A common misconception that many marketers have about many video streaming services is that content is the only important factor. However, this isn’t the case. There are a bunch of different factors that play into how successful a video streaming service will be in the consumer market. But, what are the primary factors?

Content  +  User Experience

Keep reading to learn the importance of this formula. And, learn how these factors work together to create a successful video streaming service.


User Experience

According to a study conducted by PwC, content and user experience are equally important in the minds of consumers.¹ Layout, navigation, personalization are just a few of the many factors that go into developing a well-thought-out user experience.

“The user experience of streaming apps plays a huge role in the success of an app.”

    – Brian Byer, Vice President & General Manager, Blue Fountain Media

Brian Byer, Vice President & General Manager, at Blue Fountain Media said, “The user experience of streaming apps plays a huge role in the success of an app.”

A Formula Breakdown

User experience and content come hand-in-hand, which is why they are both crucial aspects of developing a successful video streaming service. Together, content and UX can create a better experience, drive customer growth, and even define the customer’s journey.

A Better Experience

One of the most important reasons streaming services need a well-thought-out UX design is because they need to effortlessly showcase content. Hollywood studio Warner Bros conducted a research study and found that when users are presented with too much content, oftentimes they end up watching programs they are familiar with.²

Andre Filip CEO of ELA Advertising further enforces this idea, “You need a very easy and simple user experience navigation so the user can easily get to the content that they want.”

“You need a very easy and simple user experience navigation so the user can easily get to the content that they want.”

    – Andre Filip, CEO, ELA Advertising

This is why so many of the major streaming services have such a clean and visual layout. It’s easy to use, but it also doesn’t overwhelm its consumers.

User Experience

Customer Growth

This is where you can see how important the content and UX relationship truly is. Without one piece, it becomes extremely difficult to create a successful video streaming services.

Content

More often than not, it is the content available on the platform that drives people to subscribe to these platforms. This is greatly exemplified by Netflix. One of the major reasons people subscribe to Netflix is to have access to their original content. Their most notable one being Stranger Things, which can only be watched via Netflix. Many of the streaming platforms have jumped on this bandwagon of creating original content as a way to draw in users.

User Experience

Meanwhile, it’s the user experience that determines the consumers’ loyalty to the streaming service. As hinted at above, if the platform is difficult to use subscribers can easily switch to another platform. Although, the content may be different, with all the different video streaming services on the market it wouldn’t be difficult for a consumer to find one that better fits with their needs.

“If you don’t keep UX up to date, content up to date, your subscribers will spend their money elsewhere.”

    – Brian Byer, Vice President & General Manager, Blue Fountain Media

Defining The Journey

One of the best ways these platforms are helping to ensure their consumers have a great experience is through personalization. Netflix, Hulu, and Amazon offer personalization in a variety of different ways.

Netflix uses machine intelligence to create rows of content that are specifically personalized to each user.³

Hulu recommends personalized content while consumers browse.⁴

Disney Plus offers an interface where users can scroll through personalized recommendations as well as new releases.⁵

Apple TV Plus won’t debut until November 1. However, in a press release, Jamie Erlicht, Apple’s head of Worldwide Video stated, “We look forward to giving audiences everywhere the opportunity to enjoy these compelling stories within a rich, personalized experience on all the screens they love.” ⁶

In Conclusion

It’s important to note that user experience and content aren’t the only factors that determine if a video streaming service will be successful. Although not mentioned in the article, for many consumers price is a huge determinate in which product they subscribe to.

Brian at Blue Fountain Media concluded, “If you don’t keep UX up to date, content up to date, your subscribers will spend their money elsewhere.” He elaborated, “By focusing on having quality, desirable content, and personalized user experience you will no doubt enhance the success of the app.”

 

References:

¹ PwC United States | ² The Wall Street Journal | ³ Techblog Netflix | ⁴ Hulu | ⁵ The Verge | ⁶ Apple

 

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Nicole Schuster

Marketing Specialist at Agency Spotter
Nicole is a Marketing Specialist at Agency Spotter. She graduated summa cum laude from The University of Georgia with a degree in Public Relations and is looking forward to diving deeper into the marketing and startup world. In her free time, Nicole enjoys cheering on the Georgia Bulldogs and cuddling with her dog.
Nicole Schuster

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