Pluto TV is enhancing its video-on-demand (VOD) interface to optimize the viewer experience and capture the increasing demand for streaming on its free, ad-supported platform. The redesigned interface, reported byTheWrap, introduces a modernized user experience with improved features aimed at boosting engagement. Key additions include a hero carousel, personalized recommendations, trending content highlights, and streamlined browsing categories. The platform has also simplified the “Continue Watching” feature, allowing users to seamlessly resume their content.
This updated VOD interface, already available on Apple tvOS and Android TV, will be extended to Amazon Fire TV users this week.
While live linear channels still dominate Pluto TV’s viewership, the platform has witnessed substantial growth in its VOD segment. With a record 5.6 billion total viewing hours, up 5% from the previous year, Pluto TV holds a 0.7% share of the overall streaming market, as per Nielsen’s September Gauge report. The platform’s VOD segment is expanding rapidly, driven by an increasingly diverse catalog of movies and TV episodes that are refreshed monthly and an enhanced content discovery experience.
“We’ve recognized a notable increase in VOD content consumption, becoming a key growth area for us,” shared Tad Ro, Pluto TV’s Senior Vice President of Product Management. “We’ve scaled our catalog tremendously, so the new on-demand experience is designed to help users dive deeper into our expanding content library.” Ro also noted that Pluto TV is committed to further refining its VOD experience with upcoming themed collections and “spotlights” to showcase specific titles. The platform will also launch a search filter, enabling users to differentiate easily between movies and TV shows within the VOD library.
Beyond VOD, Pluto TV plans to give users more control over live linear channels via an updated Electronic Program Guide (EPG). “With hundreds of channels on the EPG grid, finding content can be cumbersome,” Ro explained. “We’re developing features to allow faster browsing and customization of channel lists, making it easier for users to surface their favorite channels.”
Ro added that Pluto TV is also working on enhancing the interaction between its linear and on-demand content. “Linear viewing is inherently time-based. If a user starts a program mid-episode, we want to make it easy for them to watch from the beginning. We already have features within the content details page and the player itself, but we’re exploring ways to make this feature more accessible in the EPG as well,” he explained.
In addition to UI changes, Pluto TV is leveraging AI and machine learning to improve search and content recommendations. The company is also exploring generative AI-powered “conversational search,” expected to roll out next year, to make content discovery even smoother. “We’re committed to making content discovery as frictionless as possible, taking advantage of the ‘lean-back’ nature of Pluto’s service,” Ro added.
This evolution of Pluto TV’s platform aligns with broader strategic shifts within its parent company, Paramount Global, as it prepares for an $8 billion merger with Skydance Media, set to complete by mid-2025. Jeff Shell of RedBird Capital Partners, slated to serve as president of the newly merged entity, has called Pluto TV a “strong and powerful asset.” RedBird’s Andy Gordon has hinted at future efficiencies and potential revenue growth opportunities through closer integration of Paramount+ and Pluto TV’s tech ecosystems.
When asked about a potential merger of Pluto TV with Paramount+, Ro stated, “We’re currently maintaining separate paths, focusing on Pluto’s strengths in the FAST linear space. Any convergence plans remain undetermined at this time.”
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