The UX of entertainment
Good content is good UX
Streaming services are all in on content when it comes to crafting viewer experiences.
It’s true: content reigns supreme. Not only should content quality be a consideration when measuring user experiences, but it should also be valued as a key influence on user loyalty. Allison Biesboer summed up content’s impact on user experience with a simple declaration: “good content is good UX”.
Streaming services take this idea and run with it, valuing content above all else.
A quick Twitter search highlights how often users run into UI issues on video streaming services, ranging from small preferences and annoyances to errors that break the app. But, even with quirks and bugs, most streaming platforms continue to gain subscriptions each year.
Not all services are so lucky, though.
Netflix, which is often applauded as the best-designed streaming service, recently reported seeing its first loss in subscriptions in years. It turns out that having the best UI isn’t enough to keep users coming back. It may be tempting to chalk up this loss to spiking prices, but similarly priced services reported growth despite their hefty fees.
Instead, it seems like viewers are growing increasingly critical of Netflix’s content offerings:
Netflix has the most content of any streaming service, but maybe that’s part of its problem. The phrase “Netflix syndrome” has been coined to describe the fatigue viewers get from spending more time searching for content than actually watching it. Driving viewers to sort through hundreds of options for a handful of high-quality gems may overwhelm them to the point that they give up.
So, who is doing it right?
Alison DeNisco Rayome and Kourtnee Jackson at CNET suggest that Netflix needs to keep its eye on HBO Max in particular:
WarnerMedia is one of the biggest brands in media, period. The massive Max service comes closer than any other to matching the breadth and depth you get from a Netflix subscription, and its library is growing.
In that case, let’s take a look at HBO.
Netflix vs HBO Max
Though HBO Max is still considered a youngster with a smaller catalog than Netflix, its content has been more highly regarded on average.
Looking at JustWatch’s list of the most popular movies and shows, for instance, I count 33 from HBO Max, versus just 15 for Netflix. HBO Max also beats out other services such as Hulu (24) and Amazon Prime (26).
And while Netflix has a larger catalog overall, you have to sift through more cruft to find its best programming. Analysis last month by Reelgood, for instance, found that 25% of HBO’s TV catalog and 20% of its movies are “high-quality” based on IMDb ratings, versus 17% and 11% for Netflix shows and movies, respectively.
Streaming content can be split into two groups:
Curated content
Both streaming services have a menu of curated content, meaning shows and movies that were produced by other companies. This content includes movies, fully wrapped television series, and (occasionally) series that are still airing.
Much of Netflix’s most popular curated content has been removed as new, network-owned, streaming services emerge and reclaim their own series (think Friends, The Office, and Parks and Recreation). Netflix’s focus has since shifted to original content (which can never be removed from Netflix), but viewers still take their pitchforks to Twitter any time a beloved series or film is moved off the platform. Both HBO and Netflix experience these losses and, in turn, have made original content a priority. But, at the same time, new curated content is regularly cycled in. Ultimately, both services must accept this give-and-take reality.
It just so happens that HBO has been luckier with recent curated content cycles.
COVID was not kind to movie theaters — and 2021 brought about a shift in Hollywood’s strategy. A byproduct of the pandemic, HBO was able to obtain new releases for their viewers when they couldn’t visit theaters. This convenience has been dialed back as theaters have reopened, but in 2022 HBO has still been able to give their viewers early access to blockbuster streaming.
Time will tell if this benefit is here to stay, but it successfully created a strong pull for HBO over the last year. It looks like Netflix will have the opportunity to follow suit this year with highly anticipated films like Knives Out 2, so it will be interesting to see if this also works in their favor.
Original content
Netflix’s original content is well-known and often well-loved. This focus has paid off for them as their original series Squid Game took 2021 by storm. Long-running series like Stranger Things and Orange Is the New Black have established themselves as household names.
Netflix’s original content has been more popular than HBO Max (excluding cable HBO series), but that may not be enough for an eager audience. Though their originals are often received well, they are typically released all at once, holding viewers’ attention only for a brief moment. HBO, on the other hand, has chosen to roll out the release of their originals (like Euphoria, Minx, and Our Flag Means Death) over multi-week periods. Reminiscent of cable TV viewing, HBO may have found the recipe to hold viewers’ attention for longer. There are benefits to using either method, but creating a weekly buzz for new episodes keeps viewers tuned in for longer. This fosters more discussion and theorizing and, as a result, more viewers.
Content isn’t everything
Services still must maintain a certain level of UI usability for people to even consider buying in. Mobile apps and websites have to be functional at the very least. HBO’s content may be considered higher quality, but that won’t mean much if users can’t get their app to work.
It can be fun to hate on HBO, but they’re not the only culprit.
I share UI frustrations with viewers of many services, like the lag on HBO, the obtrusive trailer autoplay feature on Netflix, the tiring and confusing browsing experience on Hulu and Amazon Prime, the arbitrary content grouping names and organization on multiple apps…the list could go on.
At the same time, good UI design only takes you so far.
If companies spend all their time making engaging products, and absolutely stunning, draw-dropping user experiences that ultimately say nothing, can they really be effective?
— Allison Biesboer
It is nearly impossible to prevent UI bugs across all streaming devices. But, small annoyances ultimately won’t stop the newest original series from trending on Twitter. Netflix, HBO, and other streaming services recognize this reality and focus their energy on content creation instead of resolving every UI gripe. Their UI may suffer as a result, but it hasn’t backfired too much for them yet.
At the end of the day, streaming services will have to find a balance between UI/UX and content. The best streaming experience would include a beautiful, usable interface with a library of organized, searchable, quality content. The service that reaches this equilibrium first will surely come out on top.
Have a story of your own? Write with us! Our community thrives on diverse voices — let’s hear yours.
