In the crowded world of OTT streaming, the first time a user opens your app can make—or break—its future. Research shows that 21% of users abandon an app after the first use, and nearly 1 in 4 Android apps are uninstalled within one day, often because users hit friction too early.
Simply put, if you don’t land a great FTUX (first-time user experience), your chance to retain a viewer slips through your fingers.
When FTUE is done well, it can guide users, personalize their journey, and build trust from the start. Below are the practical do’s and don’ts that can mean the difference between a drop-off and a loyal viewer.
Too many apps block access to content with unnecessary login walls or aggressive prompts.
Why it’s a problem:
Users expect instant access—and many won’t even stick around long enough to see blockers.
What to do instead:
Let users explore the app without logging in. Offer a content preview, allow guest access, or delay login until they’re ready to personalize their experience.
Example:
A news or entertainment app might show trending content or featured shows before ever prompting for an account.
Login is one of the biggest blockers in FTUE—and it’s often placed front and center without good reason.
To be clear—login should almost never be the very first screen. Leading with a login wall signals friction and can turn users away before they understand your app’s value.
Reality check:
If users don’t understand why they need to log in, they’ll question whether your app is worth their time. Internal data collection, outdated processes, or “business as usual” aren’t valid reasons to block access upfront.
Better approach:
Ask yourself: Does login improve the experience right now? If not, delay it—or let users skip it until it feels relevant.
If login is essential (e.g., for subscriptions or regulatory requirements), make sure it’s implemented thoughtfully and clearly benefits the user.
The login wall is your first barrier. If it’s clunky or confusing, users drop off before they even see your content.
Communicate value upfront:
“Here’s what you’ll get—exclusive movies, live sports, trending originals.”
This is where FTUE really adds value—when it’s designed around the needs of your users, not just your product.
A meaningful FTUE helps users get to relevant content faster and feel confident about how the app works. It should feel helpful and intuitive, not like an obligation.
In a sports app:
Users expect quick access to live games, scores, or favorite team content. They appreciate a fast walkthrough—like selecting favorite teams or leagues.
In a kids’ app:
Parents are your primary decision-makers. Use FTUE to explain available content, introduce safety controls, and build confidence in the app.
In a news app:
Let users choose their region or topics of interest to surface the most relevant headlines immediately.
Pro tip:
Use preference selectors or smart recommendations to enhance—not interrupt—the experience. Done right, they make the app feel like it was built for that specific user from the very first tap.
The worst FTUE mistake? Trying to show everything at once. Long tutorials and multi-screen setups often lead to drop-off.
Instead:
Use lightweight walkthroughs to orient users, highlight popular content, or communicate subscription benefits—without overwhelming them.
Effective onboarding can increase user adoption by 7X.
This should be your North Star.
You may need data, logins, or preferences—but always ask when and why they matter. If these steps don’t enhance the user experience right away, delay them or make them optional.
Here’s a quick framework:
FTUE is your opportunity to prove your app is worth keeping. It should reduce cognitive load—not add to it. Use your UI to support a great experience from the first tap.
Two important areas to focus on? Clear navigation and instant engagement. These help users move confidently through your app and connect with content from the very beginning.
Great content won’t shine if users can’t find it.
The best way to win a new user? Get them watching something they care about—fast.
FTUX isn’t just about the first session—it’s about setting up reasons to return.
Every 1 in 2 apps is uninstalled within the first month. The top reason? “Not in use.”
A great first-time user experience isn’t just about onboarding—it’s about earning trust, reducing friction, and showing value fast.
Whether you're designing for sports fans, news readers, or parents, your FTUE should serve a clear purpose: to guide, personalize, and retain.
When you balance user needs with business goals, FTUE becomes a competitive advantage—and sets the tone for long-term engagement and success.