Best streaming UX practices that will keep your users engaged

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Over-the-top (OTT) streaming apps deliver video via the internet. In this article, we define these terms, explain how Accedo One supports container (module) usage, and provide practical guidelines to enhance user engagement.
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1. Strategic use of containers for engagement

Containers are your primary tools for organizing content. Think of them as curated showcases, each with a specific purpose.

Choosing container styles in Accedo One Editor.

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Use different container types to create visual interest. Avoid using just one style throughout your application. Consider your content hierarchy when selecting containers, and maintain this hierarchy consistently across all pages. Accedo One offers several container options to support varied content presentation:
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- Use Hero containers to spotlight new releases, trending, or exclusive content. Position Hero containers at the top of your page for immediate visual impact.
- Highlight containers draw attention to important content such as popular franchises or a director's best movies. Highlight containers should have lower priority than Hero content in your page hierarchy.
- Carousels present multiple titles within a single category. Use carousels for categories like 'Trending,' 'New Releases,' or 'Continue Watching.'
- Grids enable users to scan many options quickly. Use them to display a broad selection within a genre or category.
- Lists work best for specific collections where you want to display more text alongside visuals, such as 'Top 10 Documentaries.'
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Group related content into engaging themes. Instead of generic labels like 'Movies,' use descriptive themes such as 'Critically Acclaimed Dramas,' 'Family Favorites,' or 'Action-Packed Thrillers.' Theming by mood or occasion - for example, 'Christmas Favorites' - increases content discovery. Smart playlists help you automate this thematic organization.

Create a clear visual hierarchy. Position your most important content rows higher on the page. This guide focuses on containers as strategic modules designed to keep viewers engaged and direct them to relevant content.
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2. Thumbnails: your content's first impression

Thumbnails act as tiny billboards. They often decide whether a user clicks play., with YouTube data showing 2-10% click-through rates depending on thumbnail quality.

Portrait reels with strong thumbnails provide an impactful showcase.

What are some things to think about when creating video thumbnails?

High-quality, compelling imagery:
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- Clarity is key: Ensure thumbnails are sharp, high-resolution, and easily understandable, even at small sizes on various devices.
- Emotional resonance: Use expressive faces or dynamic scenes that convey the tone or genre of the content.
- Strategic text overlays (sparse use): If adding text, keep it minimal, bold, and highly readable. It should complement the title and offer a quick value proposition. Avoid clutter.
- Different images for different purposes: Remember that you can upload different images for thumbnail (shown in carousels) and poster (shown on detail pages) images for maximum impact.

Avoid "clickbait" or misleading visuals: Your thumbnails should accurately represent the content.

3. Container placement for intuitive discovery flow

The order of your content rows dictates the user's journey down the page.

For example, Netflix reports that 83% of users choose content from the first three rows on their home page, highlighting the impact of strategic row placement on user engagement.

Different container sizes provide a clear visual hierarchy.

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Start broad, then get specific: Begin with general interest categories (e.g., "Featured," "New Arrivals," "Popular"). As users scroll, introduce more niche genres (e.g., "Emotional Dramas," “Slashers”).
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"Continue Watching" front and center: For authenticated users, this row should be highly visible, near the top. It provides immediate value and reduces friction for resuming content.
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"My List" / "Watchlist" integration: Encourage users to build personal lists and make these easily accessible on your main content pages.

Mix and match layouts: Don't use the same container type for every row. A Hero container, followed by a Shelf with “Continue Watching” content or new releases, then a Carousel or Highlight Grid with a special collection, keeps the page visually fresh and engaging.
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4. Enhancing discoverability: beyond the visuals

Even with excellent visuals, a strong backend contributes to a great frontend. Accedo One provides ample opportunities to increase visibility and relevancy for your streaming content.

Thorough and well-constructed metadata helps with search, discoverability and content display.

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Effective tagging and metadata: Ensure your content is well-tagged with genres, keywords, actors, directors, themes, etc. This powers search functionality and (with Jump TV integration) recommendation engines, leading to more accurate content surfacing in your containers.
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Consider personalization: Personalization strategies are always a powerful engagement factor, with McKinsey research showing 10-15% revenue lift from effective personalization. Accedo One offers an integration with Jump Recommender.
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Accessibility: Ensure that there is enough contrast in your app’s color scheme to enable all users to clearly view, scroll through and read all content. For example - gray text on black background makes reading your app more difficult than it needs to be.

By strategically designing your containers following OTT UX best practices, and optimizing video thumbnails and container arrangements, you create an OTT platform with intuitive navigation and guide viewers toward the most valuable content.
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