Ensuring the right user experience (UX) is important for engaging customers and boosting subscriptions. But it doesn’t stop at launch. The UX must be updated and adapted post-launch to maintain engagement levels and to ensure subscribers crucially stay subscribed. Here’s our five most important reasons to continuously update the UX of your video service.
1. To respond to changing viewer habits
Viewer habits have most-definitely shifted over the last decade. Where we once used to sit in front of a television and wait for prime-time content to air, there are now varying patterns and habits of consuming video. For some services which provide series-based content, binge watching might be a significant user habit. For other services, such as sports-based offerings, viewing habits may be more traditional and focused around certain times and dates. The UX of a service must be adaptable depending on customer behavior and preferences, in order to facilitate easier discovery and seamless switching between content.
2. To ensure that discoverability is always easy
In a recent survey, 61% of consumers agreed that “searching for something to watch is frustrating.” The same report also found that on average, consumers spend 42% of their time browsing through content because they don’t know what they want.
The content offered by a video service is inherently important, but it’s become clear that the UX of an offering is equally so. How consumers find and interact with content is just as important as the quality of the content itself. A successful OTT platform looks good but is also easy to use; consumers want to be able to easily and quickly discover the content they want to watch, and this is all dependent on an effective user experience (UX). Frustrated subscribers are likely to be candidates for churn, so it’s important to make the process of discovery as easy and seamless as possible.
3. To provide a more personalized experience to viewers
Currently, 73% of consumers believe that their friends and family know them better than their streaming service. Another 60% think that the personalized recommendations offered as part of the user interface are bound to show content that the service is trying to promote (rather than shows that the user is likely to enjoy). With this in mind, it seems that the current methods of personalization are not always trusted among subscribers, which could be contributing to a growth in churn. Using data to adapt the UX and to analyze viewer habits is key to offering more effective personalization, which in turn can keep subscriber satisfaction high, and churn low.
When assessing the effectiveness of a UX, it is important to consider how different demographics physically interact with a service. This involves looking at things like cognitive psychology and human/computer interaction to understand the psychology behind an audience’s decisions. This data can then be used to personalize viewer experiences more precisely.
4. To make the most out of ad opportunities
Thanks to significant technological advancements, as well as new use cases in AR and VR, ads within video streams are becoming more interactive, targeted, and complex. This presents increased opportunities for advertisers to present customers with highly relevant brand messaging at scale. These developments are equally lucrative for the streaming services on which ads are shown, as better targeting leads to greater effectiveness (which in turn creates happy advertisers who are likely to increase investment). However, it’s important that streaming services keep up with new advertising formats and update the UX of their service to promote and showcase valuable ad spots more appropriately across platforms and devices.
5. To reduce churn
One of the biggest challenges for OTT providers is churn; a subscriber canceling their subscription in favor of another offering. According to Parks Research, churn among US OTT services reached a significant 35% in 2019. UX adaptations must be done on a continuing basis to limit subscriber loss. It’s a competitive OTT world out there and statistics show that there are only so many services that a consumer is willing to subscribe to at any given time. It’s not enough to design a good user experience at launch and then make inconsequential, off-the-cuff changes on an annual basis. An effective user experience is data-driven, but also assessed and adapted constantly. The addition of new content is of course an important factor, but the impact of UX cannot be understated.
Evolving your UX with Accedo One
We recently launched the next-generation Accedo One; a powerful SaaS solution that enables customers to build and manage impactful video experiences across platforms, regions, and devices. The platform comes with a visual editor that enables easy content curation and seamless UI management, allowing users to safely and quickly roll out changes to live services. Using the flexible design functionality, service providers can gain access to premium native apps and customizable UX experiences that can be styled and configured to create a video service that truly represents their brand.
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