Video Playback is the final experience created for consumers of every streaming TV App. The play, pause, rewind, and fast-forward buttons, (🔄⏪▶️⏩⏸️), alongside the progress-bar and a range of other control playback features require an identity for themselves.
While all TV apps, from Video on Demand (VoD) to Linear TV to FAST have unique UI & UX identities for content discovery, when it comes to the player and playback features the attention to detail creating a unique design seemingly disappears.”
Content providers or broadcasters spend huge budgets on researching consumer engagement within streaming apps. The main goals are to help increase consumption while also improving experiences, in order to help increase retention of TV streaming consumers while also reducing churn. This should not only require UI/UX research for browsing or searching content, but also unique playback experiences, like subtitles, multiple-audio tracks or ad-skipping ads (if advertisers would allow it of course) – all of which are designed alongside the player of any video streaming app.
Netflix has normalised “binge-watching” and increased consumption patterns with “autoplay” alongside the playback experience. They have made the use of subtitles and multiple audio tracks an optional experience for global audiences within their player, which has also allowed regional content within Netflix to become globally consumed with easy-to-use Player UX. This has changed streaming content consumption patterns for the better by increasing not only audience numbers, but also the amount of time being spent on TV Apps. With the right UX options on the player to support new features, globalisation of content becomes a reality.
The UI/UX of a Video Player is the final destination for any consumer on streaming TV Apps, and it’s all about how one can interact and engage more with the video itself.
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