The brand or logo represents a cornerstone of any identity, but the user interface and user experience (UI & UX) within Streaming TV Apps create a lasting impression.

Common frontend technologies, such as JavaScript and React.js, help build single-code apps across multiple platforms. This allows for quick changes, where sometimes such efficiencies allow creativity to change or “improve” UI/UX, based on whims alone. 

Data collected over time showcases quality measurements of navigation, search and user experiences, which should help with developing such improvements.

There are of course multiple design changes one can see in leading TV Apps like Netflix , but these are based on research that helps prolong engagement and  betters the overall experience.  

The globally leading streaming TV app – Netflix – is used as an industry benchmark – as it simplifies many aspects of while streaming TV within its app. They choose to focus on making the content central by improving browsing efficiencies for users who can find, trial (in the form of trailers or video thumbnails), and consume long-form content. The simple creation of AutoPlay UX within the player has helped them make binge-watching a phenomenon over the past few years. This is a UI/UX improvement over a long period of time, not just attributed to searching the content alone, but the user experience of how the button is presented, where it can be found (player) and when it appears (during marked and timed tags). Autoplay is not about changing the design, but adding to the UX.

Content browsing across digital services, whether it be social media, webstores or TV streaming apps, have a digital footprint that can be tracked and improved. Design should remain an identity where flexibility should help with improvements to the UX rather than changing the UI.

Branding and Design is based on consumer research carried-out over time. React.js helps build a single app across multiple devices like Apple TV or Samsung Smart TVs – the ease of this technology to efficiently build Apps should not imply that UI/UX should be changed often, unless the data showcases a poor user experience.