Internet TV has become a standard feature in smart homes today. OTT (Over-The-Top) services, centered around internet-based television, have increasingly integrated into daily life, focusing on the family’s main screen—the TV. Major content providers are actively competing to capture users’ attention in the living room. Mainstream video apps have already made their way to the big screen, and with the involvement of major players like BAT, the competition among TV-based video applications has intensified.
The following is a brief competitive analysis of video apps on TV. As the saying goes, "you judge a book by its cover," and for an app, the homepage is its face and first impression. According to statistics, the homepage bounce rate ranges between 15% and 25%, meaning that many users leave after just opening the page. While there could be multiple reasons, one common issue is an unattractive or confusing homepage. If users can't find what they're looking for quickly, they may abandon the app—especially in today's fast-paced digital world where users switch apps faster than ever.
Therefore, the homepage is a crucial part of app design, and it's also a battleground for content curation and user engagement. By analyzing the homepages of competing products, we can gain insights into their design philosophies, operational strategies, and target audiences.
This article focuses on several leading TV apps, including Tencent Cloud Video, iQiyi (Kuwo), Youku, Mango TV, Xiaomi, LeTV, and TV Cats.
**First, a competitive analysis of homepage designs**
**1. Navigation: Tabbed vs. Drawer Navigation**
Every app needs a clear navigation structure to organize information effectively. The right navigation framework determines how easily users can explore the app. Different product goals and business needs lead to different design choices. A good navigation system starts by breaking down the app’s features, organizing them logically, and flattening the information hierarchy. Core, stable functions are usually placed on the first level, while secondary content is nested deeper.
OTT TV apps are similar to mobile apps but differ in screen size and interaction methods. Since users navigate via remote controls with up, down, left, and right arrows, the interface must be simple and intuitive. Currently, most TV-based video apps use either tab-based or drawer-style navigation.
**Tab-Based Navigation**
This is a common approach where key sections are displayed as tabs, allowing users to switch between pages quickly without losing their place. It can be further divided into bottom, top, and side navigation styles.
**(1) Bottom Navigation**
Tencent Cloud Video uses a bottom tab layout with 12 labels, which is more flexible compared to mobile apps that typically limit tabs to 5. This allows more options for users on a larger screen. The main tabs include “Home,†“My,†“Channel,†“Featured,†“VIP,†“TV Drama,†“Children,†“Movies,†“Variety,†“Anime,†“News,†“Games,†and “Sports.†The “Featured†tab is prominently positioned on the third screen, showing Tencent’s focus on member services, TV shows, and children's content.
**(2) Top Navigation**
Apps like iQiyi, Mango TV, and Xiaomi’s TV launcher use top navigation bars. These usually have around 10 tabs. For example, iQiyi includes “Home,†“VIP Members,†“TV Dramas,†“Movies,†“Variety,†“Kids,†“Anime,†and others. The “Home†tab is the default landing page, highlighting the importance of personalized recommendations.
Mango TV, backed by Hunan Satellite TV, emphasizes live TV and original content. Its homepage features “Mango TV,†“TV Drama,†“Variety,†“VIP,†and other categories. Unlike iQiyi, Mango TV opens directly to a full-screen live stream, mimicking traditional TV viewing habits.
**(3) Side Navigation**
Apps like Youku and LeTV use side navigation, which is similar to top or bottom tabs but offers a different interaction style. While it provides a clearer layout, it requires more button presses, increasing user effort. This method is better suited for apps with a lot of content but may not be as efficient for quick navigation.
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