ShemarooMe has unveiled its industry-first Split UI — an innovative feature designed to deliver a personalized, clutter-free viewing experience. The platform aims to address the growing challenge of OTT fatigue, where users are overwhelmed by excessive content choices and endless scrolling.

According to a ShemarooMe press release, the new Split UI allows users to begin their entertainment journey by selecting a preferred genre, ensuring that every aspect of the interface — from navigation and recommendations to communication — aligns with their specific tastes. The design focuses on creating a seamless, purposeful, and highly relevant experience that puts user preference at the core.

India’s OTT space has expanded rapidly in recent years, with multiple platforms competing for attention and a flood of new content being released daily. ShemarooMe’s Split UI feature is a direct response to this growing saturation. By breaking away from the traditional one-size-fits-all format, it introduces focused content zones that allow users to find exactly what they want without distractions.

The feature has already been rolled out across Android and iOS mobile applications and will soon be available on Android TV and other connected TV platforms. Within weeks of its release, ShemarooMe reported that nearly 76 percent of its users have adopted the new interface — a strong indicator of its success and relevance in the competitive streaming market.

Speaking on the launch, Saurabh Srivastava, Chief Operating Officer – Digital Business, Shemaroo Entertainment Ltd., 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 the centre of it all. This feature helps viewers 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 content is consumed in the digital era.”

This new approach marks a pioneering step in the OTT industry. While many platforms today offer algorithm-based recommendations, ShemarooMe’s Split UI goes further by introducing complete interface-level segmentation built around niche genres. It gives users control over their entertainment environment, enhancing discovery while keeping the experience focused and engaging.

With the launch of Split UI, ShemarooMe not only strengthens its position as an innovation-driven OTT player but also sets a new benchmark for personalized streaming in India — one that blends simplicity, user intent, and entertainment depth like never before.