• Gen Z expects dynamic feeds, vertical previews, and discovery shaped by social interaction. Balancing these audiences requires design that adapts to each, without forcing one group’ s habits on another.
The Emotional Side of Discovery Discovery is not only functional; it is deeply emotional. Viewers want to feel a sense of serendipity— of stumbling across something that feels personal, relevant, and timely. This‘ moment of delight’ builds trust in a platform’ s ability to guide them, reducing the cognitive load of endless choice.
Psychologists describe this as habit formation. When users consistently experience rewarding discovery, they are more likely to return, trusting that the platform‘ knows them’. Conversely, poor discovery erodes trust quickly: users doubt the system’ s ability to recommend well, and disengagement follows.
Platforms that understand discovery as both a technical and emotional journey will create stronger bonds with their audiences.
Lessons from Industry Leaders Several platforms provide lessons in effective discovery:
• TikTok has redefined expectations with infinite feeds and seamless continuity, optimised for Gen Z.
Backscreen will be at IBC 2025, Booth 5. A63, showcasing its cross-gen OTT App.
• Spotify pioneered personalisation with Discover Weekly and continues to expand through playlists and AI DJs.
• Apple positions discovery as storytelling, using design, augmented reality, and comparison tools.
• Amazon, though search-driven, encourages discovery through bundles, influencer feeds, and‘ people also bought’ prompts.
• Plex integrates machine learning with social trust, enabling universal watchlists and community-driven discovery. Each reflects a generational orientation. TikTok engages Gen Z, Spotify appeals to Millennials, Amazon supports older audiences, Apple attracts design-conscious consumers, and Plex demonstrates adaptability.
The Risk of Getting Discovery Wrong When discovery design fails, the consequences are immediate. Users spend longer searching than viewing, leading to frustration. Some abandon the platform altogether, defaulting back to services with simpler, more predictable interfaces. Discovery missteps also have commercial implications. Over-promoting corporate priorities can create a perception of bias, reducing trust in the platform. Failing to accommodate generational needs risks alienating valuable segments— older subscribers with disposable income, or younger audiences whose loyalty defines longterm relevance.
In an increasingly competitive streaming market, these are not minor setbacks. Poor discovery can tip the balance between subscriber growth and decline.
Retrofitting vs. Modular UI Most platforms respond to complaints with incremental patches, adding carousels or feeds on top of legacy frameworks. The result is often cluttered and inconsistent. Interfaces become heavy with overlapping layers, confusing to navigate, and costly to maintain. Instead of solving the problem, these quick fixes tend to magnify it. A more sustainable approach is modular UI. In this model, discovery pathways— linear guides, playlists, feeds, carousels, search— are treated as interchangeable components. Interfaces can then be rearranged dynamically to suit different user groups, devices, and even usage contexts such as family viewing or individual binge sessions.
This is the approach Backscreen promotes. Its modular framework supports both ends of the spectrum:
• Linear-style channel guides for traditional users who prefer scheduled, TV-like navigation.
• Curated playlists for Millennials seeking themed or editorial discovery.
• Interactive feeds and previews for Gen Z, who expect fast, dynamic exploration. Because each module is independent, platforms can evolve without expensive overhauls, introducing new discovery modes as user expectations shift. This principle has been validated by leaders such as Spotify, which built discovery around modular playlists, and TikTok, which expanded from a single feed into multiple discovery layers( live, STEM, shopping). The result is an interface that adapts to the viewer, rather than forcing all users through the same pathway.
Measuring Discovery Effectiveness Traditional metrics such as‘ time spent on platform’ are not reliable indicators of discovery success. Extended browsing may signal frustration rather than engagement. More meaningful measures include:
• Time-to-content. How quickly viewers select a title worth watching.
• Breadth of engagement. Whether
audiences explore beyond the most promoted titles.
• Inclusivity. Engagement distributed across different age groups.
• Churn reduction. Evidence that improved discovery lowers cancellations. The ultimate measure is satisfaction: whether viewers feel they found something meaningful without undue effort.
Discovery as a Revenue Driver Discovery is not only a user experience issue; it directly impacts revenue.
• Audience value. Faster access to relevant content increases viewing time and ad inventory quality.
• New advertising models. Platforms are beginning to monetise discovery stages with sponsorships and native placements at the point of choice.
• Contextual alignment. Metadata on genre, mood, and theme allows brands to align campaigns with relevant content. Well-designed discovery strengthens loyalty and opens new revenue streams, reinforcing its strategic importance.
The Future: Aggregation, AI, and Cross-Gen Design Looking ahead, three forces will shape streaming discovery:
• Aggregation layers that unify discovery across multiple subscriptions.
• Blended models combining AI, editorial curation, and social trust.
• Cross-generational modular design that adapts interfaces to distinct audience behaviours. Backscreen’ s contribution lies in enabling this last trend. By providing a modular, adaptive UI, Backscreen allows platforms to deliver discovery tailored to older audiences, Millennials, and Gen Z simultaneously. This adaptability is not optional; it is the basis for long-term survival in a fragmented market.
Where Stories Find Their Audience Streaming success is no longer about catalogue size. What matters is how well platforms guide audiences to meaningful content.
AI shows promise but is still limited by silos, while many interfaces remain weighed down by legacy systems and marketing demands. And because generations watch differently, no single design can work for all. The common lesson from industry leaders: interface design is the foundation of streaming.
Backscreen’ s vision— content discovery through cross-gen UI— meets this need. Modular design and generational sensitivity attract Gen Z while keeping older audiences engaged. The aim is to restore serendipity, so platforms become more than catalogues— they become the places where stories find their audience.
EUROMEDIA 15