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This blog post is updated in June 2025.
We all understand UX can make or break a streaming service. But many times it remains a challenge how to create a platform that truly connects with viewers. There is an ever-increasing number of video services all vying for attention, and providers need to go beyond the basics of simply presenting a content catalog and minimizing navigation issues.
On top of that, many viewers face subscription fatigue, overwhelmed by the plethora of choices when it comes to available platforms, monthly costs, and decisions to make. As a result, a standout UX has become a critical differentiator to keep audiences engaged and loyal.
In this blog, we share best practices gathered from over two decades of UX experience building and managing OTT streaming services for our clients. Our goal is to help you improve user engagement on OTT apps and create services that truly resonate with your audience.
Best practices:
Before you can create a winning UX for your video service, you need to be really clear about what will make the user happy. Identifying what a good OTT user experience means for your particular target audience is critical in ensuring that the design is streamlined and relevant. You first need to understand precisely what the user is looking for, and then work to have the service fulfill their needs in a functional and highly efficient manner.
You’ll also need to explore things like interactivity, making the UX as immersive and engaging as possible. That’s all very well but how do you actually do it?
At Accedo, we understand that user behavior and platform interaction is unique, so to identify the specific needs of any given audience, we implement tried and tested research methodologies including, user interviews, surveys, user testing, and customer insights. When exploring the requirements and preferences of your consumer base, assumption is often the enemy. Therefore, it is also crucial to analyze industry and market factors that contribute to user engagement. The results may well surprise you.
Let’s not forget that consumers have come to expect a consistent, seamless experience across all their devices. They want to watch content at home and on the go, regardless of the device they are using, and they expect to easily catch up where they left off. When designing a seamless OTT user experience, what you are able to achieve will be impacted by technological limitations on the lowest performing device. It is therefore important to factor in how these limitations will impact the overall performance of your service. Your new feature may well be the coolest in the history of streaming, but if it doesn’t perform correctly then it is of no actual value. Poor performance will result in user frustration and may even drive viewers to ditch your app in favor of another.
Recommended reads:
➤ Designing for Gen Z
➤ Three UX assumptions that miss that marks (APAC)
➤ Three UX assumptions that miss that marks (Europe)
Best practices:
While UX for existing users is vital, onboarding new customers is equally important. The goal is to help users quickly understand how the service works by offering a guided introduction through a single interaction or series of interactions.
Onboarding explains what users can expect from the service and helps them feel comfortable from the start. The process should be easy to understand and fast to complete. After all, users want to join the service with minimal hassle.
Potential subscribers need upfront information such as costs, features, subscription periods, and accessible content. Present only essential information, limiting the number of fields and screens. Too many warnings about missing mandatory fields may frustrate users and lead them to abandon the process altogether. A smooth onboarding experience directly contributes to better user retention.
Best practices:
Personalization is essential for providing a comfortable and familiar user experience. OTT services that leverage personalized video recommendations and tailored user experiences tend to perform better over time, delivering higher customer satisfaction.
Individual user profiles enable personalization of key service elements, beginning with the homepage. Customizing recommendations, trailers, current watch lists, and user histories helps create relevant experiences. Thumbnails and previews can also be tailored to appeal to individual preferences.
A critical part of good UX is reducing the mental effort users need to expend while using the service. Effective personalization naturally simplifies decision-making. Features that allow users to resume watching, rewatch favorite content, and receive accurate recommendations encourage ongoing engagement.
Keep homepages and key screens as simple and uncluttered as possible, displaying only essential information. This prevents interface clutter and makes it easier for users to navigate the service, reducing cognitive load and improving satisfaction.
Recommended reads:
➤ What Do Users Really Think about OTT Personalization?
➤ Do and Don’ts: Introducing UX/UI Changes in Your Streaming Service
Best practices:
Effective personalization requires reliable data and analytics. Whether launching a new service or redesigning an existing one, integrating research and analytics at every project stage—from discovery to post-launch review—is essential for measuring impact.
While getting UX right at launch is important, continuous improvement is equally critical. Analytics allow you to monitor viewer habits and make informed decisions that adapt the UX to evolving user needs. Viewer preferences change over time, so services must remain flexible and responsive.
By experimenting with different designs through A/B testing, you can identify what works and what doesn’t. Ongoing monitoring and analysis of UX data provide valuable insights into what keeps viewers engaged, enabling appropriate actions to be taken.
Recommended reads:
➤ How UX Impacts Viewer Retention: Key Metrics that Really Matter
Best practices:
AI is transforming streaming UX by enabling a more holistic understanding of user behavior, real-time context, and personal preferences. Beyond simple viewing history, AI-powered recommendations adapt based on time of day, device, mood, or even biometric data like facial expressions or heart rate. This allows services to dynamically personalize both content and interface in real-time, offering deeply tailored experiences.
Interactive storytelling will also benefit, with AI allowing users to influence plot directions and outcomes based on their input. At the same time, social features powered by AI chatbots and virtual assistants will enhance shared viewing experiences, offering recommendations and real-time information. Seamless transitions between devices will become even smoother as AI predicts user behavior and automates content handoffs.
While AI offers powerful personalization capabilities, it's crucial to balance these with privacy, ensuring users have transparency and control over how their data is used.
Recommended reads:
➤ AI Technologies Are Transforming Streaming UX - What’s Coming Next?
At Accedo, we know what it takes to design a video streaming service with multi-platform UX that delights users, while meeting overarching business requirements. We have a creative team of specialists focused on human centered design, who know how to craft innovative and original multi-screen solutions, that answers both user and business needs.
Whether you are launching a new OTT service or have an existing one that is underperforming, Accedo has the knowledge and expertise to help you achieve your aim. To find out more about how our team of UX and creative design specialists can help you, please get in touch.
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