ShemarooMe has introduced its new ‘Split UI’ functionality, an industry-first innovation in India’s OTT landscape. The feature has been designed to provide users with a more focused and clutter-free content experience tailored to their entertainment preferences.
India’s streaming ecosystem has become increasingly saturated, making content discovery a challenge for viewers. Addressing this, ShemarooMe’s Split UI has allowed users to begin their entertainment journey based on their preferred genre. The platform’s interface, navigation, and recommendations have been structured to deliver a curated and relevant viewing experience.
The feature has been rolled out across Android and iOS mobile applications and is set to extend to Android TV and other connected TV platforms. Since its launch, 76% of ShemarooMe’s users have adopted the new interface, indicating strong acceptance and engagement.
This development has marked a significant step for ShemarooMe, making it the first platform in the country to introduce interface-level segmentation based on niche categories, moving beyond standard personalised recommendations to deliver a deeper level of customisation.
Saurabh Srivastava, Chief Operating Officer, Digital Business at Shemaroo Entertainment, said, “OTT fatigue is real. Users don’t want to scroll endlessly, they want to watch. With the Split UI, we have tried to tackle this issue by creating dedicated journeys that make user choice at the centre of it all. This feature helps viewers to find what they love faster and enjoy their viewing experience. The strong adoption we’ve seen reaffirms our belief that Split UI will redefine how the content is consumed in the digital era.”
