Hulu is rolling out a new user experience to Roku and Apple TV viewers, offering easier-to-navigate collections, different-sized tiles, and more personalized recommendations.
“We listened to feedback from our viewers,” Hulu Product Management Director Jason Wong and VP Jim Denney wrote in a blog announcement. “And heard they loved how easy it was to continue watching the shows and movies they love, but not as easy to discover new content.”
The coronavirus pandemic has been a boon for streaming platforms. It’s not enough to lure customers in, though. You’ve got to find fresh ways of keeping them hooked. “With our growing audience, we’re constantly thinking about creating the best possible experience for our viewers, by getting them to the content they want to watch quickly while also helping them discover their next favorite movie or series to binge,” the post said.
Taking a page from streaming giants Netflix, Amazon Prime, and Disney+, Hulu simplified its interface, making it easier to navigate content vertically and horizontally: Scroll up/down to see different groups and genres, and left/right to browse relevant programs. Users may also notice that popular categories like TV, movies, and sports have been moved to the “master navigation” for quicker access, and thumbnails for new shows and films are now displayed larger than “Keep Watching” tiles. “Viewers can see more of their titles at a glance and quickly return to their favorite show with less clicks,” according to Denney and Wong.
The cherry on top of this Hulu sundae, however, is the fine-tuned recommendation system, which promises curated collections personalized for each viewer. Whether you’re a fan of medical dramas or romantic comedies, those titles will appear first in curated collections.
“Since Hulu launched, we knew it was incredibly important to have human editors surfacing content, in addition to smart algorithms identifying the next binge-worthy series for you to watch,” the blog said. “These changes are just the first step in many more to come, all aimed at creating a user interface that puts our content and viewers at the forefront of the experience.”