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ShemarooMe introduces ‘Split UI’ for a personalized, clutter-free viewing experience

ShemarooMe introduces ‘Split UI’ for a personalized, clutter-free viewing experience

ShemarooMe has launched its innovative ‘Split UI’ feature, designed to deliver a streamlined and personalised content experience centred around viewers’ entertainment preferences.

As India’s OTT space continues to expand with an overwhelming array of choices, ShemarooMe’s Split UI offers a refreshing solution. The feature enables users to begin their viewing journey based on their preferred genre – ensuring that interface design, navigation, and recommendations align seamlessly with their tastes.

The new functionality has already been rolled out across Android and iOS apps, with plans to extend to Android TV and connected TV platforms soon. Impressively, 76% of ShemarooMe users have already adopted the new interface, underscoring its strong usability and appeal.

Saurabh Srivastava, COO, Digital Business, Shemaroo Entertainment, said, “OTT fatigue is real. Users don’t want to scroll endlessly – they want to watch. With the Split UI, we’ve placed user choice at the centre, creating dedicated journeys that help viewers find what they love faster. The adoption we’ve seen so far reinforces our belief that Split UI will redefine how audiences consume digital content.”

With this launch, ShemarooMe becomes the first OTT platform to introduce interface-level segmentation at scale, moving beyond algorithmic recommendations to offer an entirely curated viewing experience around niche content categories.

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