In late 2022, a seemingly innocuous tweet from Chrissy Teigen set in motion an enthralling journey into the realm of video streaming apps. Little did we know that this single tweet would ignite a captivating mass user research initiative, sparking curiosity and prompting us to delve a little deeper into what consumers truly loved or loathed about their favourite platforms, including the likes of Netflix, Prime Video, BBC iPlayer, and more.
We reached out to 100 avid viewers, eager to hear their thoughts and insights. Our aim was to unearth the valuable feedback and preferences of real users, shedding light on the aspects that captivate them and those that could be further enhanced.
Looking to build the world’s best video streaming app for smart tv, set top box, console or stick? Follow these rules and you’ll (probably) be onto a winner…
DO…Make it fast
Far and away the widespread frustration was a slow, laggy interface that degrades the experience before you’ve even started watching.
DON’T…Make login a pain
Typing in email addresses and passwords is a hassle with a controller. There are tried and tested methods using a second device or ‘magic links’ that streamline the whole process.
DO…Provide lots of content
And keep it fresh and updated regularly
DON’T…Charge too much
Viewers are willing to pay a premium for great content and an exceptional experience, but there seems to be a trend emerging that prices are increasing and you’re not getting a better service in return.
DO…Give me as much control as possible
Users want to be able to turn off auto-play ads, keep subtitles on persistently, allow streaming with mobile data etc. Let me set these and keep them as they are.
DON’T…Keep showing me the same stuff
Whether it’s the same show repeated on rail after rail, or showing me the same film front and centre for 6 months. If I don’t watch it, swap it for something else.
DO…Think of the children
Like it or not, kids make up a large proportion of viewers of these apps so consider how they want to experience them. Watch the same episode again and again? Pin it to the top. Still learning to read? Use image-based navigation instead of text.
DON’T…Keep showing me the same ads
Whether it’s by design or a bug, seeing the advert for fitted wardrobes during every ad break gets tiring very quickly.
DO…Let me know how long I have to watch something
Few things are more disappointing than getting to the climax of a series finale to find the show has been removed with no notice.
DON’T…Forget where I am
Watching a film across multiple devices is commonplace – don’t make me hunt for where I left off when switching from TV to mobile.
DO…Let me watch in the best possible quality
Many of our devices are capable of displaying UHD, and HDR content – let me watch it how the director intended (and don’t charge a premium to do so).
DON’T…Make all content look the same
Rail after rail of programme tiles that all look similar are hard to browse and uninspiring. Treat different content types (film, documentary, sport, kids) differently to ease the browsing experience.
DO…Keep innovating
There are great experiences not on this list that will be commonplace in 2 years’ time. We’ll only get there if innovation is maintained, and we take note of what works and what does not.
At UIC Digital we enable global broadcasters and content owners to grow their audience with custom streaming products on an unparalleled number of platforms.
To date, we’ve delivered over 150+ streaming products across 19 platforms.
Talk to us about your streaming platform needs.