Native Apps on Spectrum Guide

Getting OTT streaming apps into the set top box market through native app launches and content integration.

Responsibilities

Create an app launch integration strategy for 3rd party streaming apps

Create a phased content integration strategy to embed 3rd party titles into the Spectrum On Demand catalog

The 3rd party app integration projects began in 2016, my role at the time was to map out the user experience to successfully launch a native app for Netflix in Spectrum Guide set top box markets. This target demographic is one which uses Spectrum cable boxes as a centralized source for consuming content in place of IP only devices such as Roku or Apple TVs.

App Launch Sample Flows

2020 App Wars Begin

At the end of 2019 Disney released their Disney+ OTT streaming service obtaining a ground breaking 10 million subscribers on day 1. 

This created a domino effect over the course of 2020 where every major content provider in the industry decided to offer direct to consumer OTT apps. Part of my role as a Lead Product designer was to define a strategy and user experience to retain customers who opt out and “cut the cord”.

The approach is simple, cable companies are losing current customers to providers who go OTT and missing out on potential customers to providers who originated in the IP world. All of these providers such as Disney+, HBO Max, Amazon Prime and 100+ more all have two things in common. They need ISP providers (Spectrum) and they need hardware and operating systems to run their apps on (Spectrum, Roku, Apple TV’s etc).

The app and content integration strategy that I put together for these providers is one where only the cable television with internet markets are available. The IP only market is already over saturated with an internet only demographic using 3rd party vender devices such as Roku, Apple TV, Fire TV, Smart TVs and so on. 

The biggest advantage of a hybrid QAM and IP market is that the telecom giants provide internet, hardware and content aggregation operating systems. IP originators such Netflix and Amazon Prime for example benefit highly by gaining access to a new market. This was the bases for the user experience content aggregation strategies that are currently being developed. Examples of concepts and prototypes for Netflix and Amazon Prime are below.

Sample UI and prototypes which I created using existing design frameworks to illustrate and communicate 3rd party OTT content integration into Spectrum TV apps.