UI Plays Key Role in Customers' Recommendations for OTT Services, Says Parks

Quality of user interface plays a major role in whether U.S. video subscribers recommend their over-the-top service, Parks Associates said. Seventy percent of U.S. broadband households with a major video service consider the interface good, with nearly half rating it “very good,” Parks said in a blast emailed Wednesday and dated Monday, with quality of UI and ease of finding content the most relevant factors driving willingness to recommend a service. A fifth of households that canceled an OTT subscription cited inability to find something to watch. Netflix, Hulu, and Amazon “have largely set the standard for content navigation and ease of use,” said analyst Kristen Hanich. "As new OTT services launch with greater and greater expectations, innovations in UIs could be an even greater differentiator." When searching for something to watch, 12 percent of OTT users consider recommendations from the service as their first step, said Parks. Apple TV owners give high marks to that UI.