MUMBAI: Looks like binge-watchers can finally give their thumbs a rest. ShemarooMe has rolled out an industry-first Split UI, a smart new feature that puts personalisation front and centre, cutting through the OTT clutter to deliver exactly what viewers want, without the endless scroll.
With India’s OTT world bursting at the seams, users often find themselves lost in a maze of options. Split UI changes that by letting viewers begin their journey with their favourite genre. The app’s entire interface, navigation, and content suggestions then adapt to that choice, creating a smoother, more focused entertainment experience.
Since its launch across Android and Ios, over 76 per cent of ShemarooMe users have already switched to the new interface, a sign that audiences are ready for cleaner, smarter streaming.
“OTT fatigue is real. Users don’t want to scroll endlessly, they want to watch,” said Shemaroo Entertainment Ltd. COO – digital Business Saurabh Srivastava. “With Split UI, we’ve made choice effortless and content discovery truly personal. The response so far shows it’s hitting the right note.”
ShemarooMe is the first platform in India to introduce such deep interface-level segmentation, going beyond simple recommendation algorithms to redefine how audiences interact with OTT.
The feature will soon expand to Android TV and other connected platforms, because when it comes to streaming, ShemarooMe clearly believes less browsing, more watching is the real showstopper.
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