Internet TV has become a standard feature in modern smart homes. OTT (Over-The-Top) services, centered around Internet TV, are now deeply embedded in daily life, with the TV screen at the heart of this ecosystem. Major content providers are actively competing to capture user attention in the living room, and mainstream video apps have already expanded to the big screen. The involvement of tech giants like BAT has further intensified the competition in the TV app space.
When it comes to video applications on TV, the homepage is more than just an entry point—it's the first impression users get when they open the app. According to some studies, the homepage bounce rate ranges from 15% to 25%, meaning that many users leave after just viewing the home page without taking any further action. This could be due to various reasons, but a lack of engagement or unclear navigation often plays a key role. In today’s fast-paced digital world, users are quick to abandon an app if they can’t find what they’re looking for—just like flipping through a book and putting it down immediately.
That’s why the homepage is the core of app design and a crucial battleground for content curation and user engagement. By analyzing the homepages of competing apps, we can gain insights into their design philosophies, operational strategies, and target audiences.
This article will focus on several leading TV apps, including Tencent Cloud Video, iQiyi (Kuwo), Youku, Mango TV, Xiaomi, LeTV, and TV Cats.
**First, let's look at the homepage navigation styles of these competing apps.**
**1. Navigation: Tabbed vs. Drawer Style**
Navigation is essential for organizing information within any app. A well-designed navigation system helps users find what they need quickly and efficiently. For OTT TV apps, the interface is similar to mobile apps, but the larger screen and remote control-based interaction make the design slightly different.
Currently, two main navigation styles are commonly used: tabbed navigation and drawer-style navigation.
**Tabbed Navigation:**
This style uses horizontal or vertical tabs to represent different sections of the app. It allows users to switch between pages easily and maintain a sense of direction. There are three common types: bottom tabs, top tabs, and side tabs.
- **Bottom Navigation:** Apps like Tencent Cloud Video use a bottom tab layout with 12 options, which is more feasible on a large screen compared to mobile devices. Key sections include "Featured," "VIP," "TV Dramas," "Children," and "Movies." This layout reflects Tencent’s strategic focus on premium members and family-friendly content.
- **Top Navigation:** Apps like iQiyi and Mango TV use top tabs. iQiyi highlights its VIP membership and seasonal themes, while Mango TV emphasizes its original dramas and variety shows. With Hunan Satellite TV backing, Mango TV offers live TV content and a more traditional viewing experience.
- **Side Navigation:** Apps like Youku and LeTV use side menus. While this layout provides clarity, it requires more interaction via the remote control, increasing user effort and potentially reducing engagement.
In summary, each navigation style has its own advantages and challenges, and the choice depends on the app's goals, content focus, and user behavior. Understanding these differences helps us better grasp how each platform competes for user attention in the evolving smart TV landscape.
LED Interactive Whiteboard,Smart Touch Screen Tv for Classroom,Interactive Tv Screens for Schools,Touch Screen Teaching Board
Shanghai Really Technology Co.,Ltd , https://www.really-led.com