Apple TV was the only major streaming platform without a dedicated watchlist feature. While competitors like Netflix, Disney+, and HBO Max offered 'My List' functionality (by different names), Apple TV+ subscribers relied on a cluttered 'Up Next' queue that mixed ongoing shows with future viewing plans.
Concept Work
62M+ Subscribers
Promote Engagement & Retention
Individual Contributor
Reach out if you're interested in the full case study. This has been condensed.
• 74% of streaming users actively use watchlist features (HubSpot, 2022)
• ~45M+ subscribers lacked basic content organization tools
• User dissatisfaction could drive churn and hinder new acquisitions
A 2023 Nielsen report revealed that 63% of users add watchlist content to plan their viewing, while 50% use them to remember what they want to watch later. The current "Up Next" queue served neither purpose effectively. Real user feedback from Apple Forums captured the frustration: "I can literally go to a show, see that I've added it to my list, yet the list is NO WHERE to be found."
• Directly influences content promotion and engagement
• Reduces churn by increasing platform "stickiness"
• Provides valuable user intent data beyond viewing history
I discovered three critical insights from research:
Users consistently described feeling lost when trying to manage their viewing intentions. One user captured it perfectly:
"I can literally go to a show, see that I've added it to my list, yet the list is NO WHERE to be found."
Another stated: "The 'up next' is NOT a 'my list' or 'favorites' like EVERY other streaming app❗️"
74% of streaming users actively use watchlists elsewhere, meaning they came to Apple TV with established expectations. Fighting these patterns would be like swimming upstream.
Users expected to:
• Save content for later viewing
• Organize future viewing plans separately from in-progress shows
• Receive notifications when saved content premieres/nears premiering
Users wanted to save content for two distinct reasons:
• 63% to plan their viewing schedule
• 50% as a memory aid for later viewing
The current "Up Next" queue mixed:
• Shows they're actively watching
• Shows they want to watch later
• Shows they started but abandoned
This cognitive overload created the core problem: mixing planned content with in-progress shows.
After identifying the core problem, I faced three interconnected challenges:
• How might we integrate a watchlist feature into Apple’s streaming app to address user demand and improve content discovery?
Intuitive Interaction: Defining user interactions for adding, removing, and sorting saved content, utilizing design components.
• How might we design a watchlist interface that seamlessly integrates with the overall Apple TV+ aesthetic?
Visual Design Cohesion: Designing the watchlist feature to visually align with the overall Apple TV+ aesthetic and functionality.
• How might we design an intuitive watchlist functionality that caters to users' needs and preferences for effective content organization?
Information Architecture: Determining the optimal level of detail displayed within the watchlist, like episode progress or year of release.
User research revealed that most users add watchlist content to plan viewing, while 50% use it as a memory aid. Mixing planned content with in-progress shows creates cognitive overload.
Clear separation was non-negotiable.
Positioned below "Browse by Genres" on the homepage for optimal visibility without disrupting the established hierarchy. A/B testing confirmed this placement felt natural—clearly distinguishable from "Up Next" while still being quickly discoverable on Apple TV Home.
Rather than overwhelming users, I designed contextual notifications pushed when watchlisted content premieres—transforming passive saves into active viewing triggers.
One-tap save/remove Watchlist content matching iOS conventions users already know. Checkmark indicator in top-right corner provides instant visual confirmation of the status.
Instant add/remove from any content page with visual confirmation. The watchlist feature integrates seamlessly across Apple TV, replacing functionality that previously cluttered the "Up Next" queue.
Visual Confirmation: Homepage integration shows watchlist items with checkmark indicator in top-right corner. Show detail pages display the same checkmark, making saving and removing shows effortless.
Automatic Premiere Notifications:
When watchlisted content releases, push notifications remind subscribers and navigate directly to the show. Notifications are strategically timed to maximize engagement:
• "On Your Watchlist: Sugar premieres tomorrow."
• "On Your Watchlist: Sugar is now available to watch on Apple TV+. Stream the first episode now."
Intelligent Transfer:
If a user adds an upcoming release to their watchlist, once the content premieres, it automatically appears in the "Up Next" queue—bridging future intent with immediate viewing.
Mid-Level Homepage Placement:
The Watchlist section displays as a horizontal scroll of saved content with show titles visible below thumbnails, positioned just below "Browse by Genres" on Apple TV's homepage.
Library Access:
Easily accessible through Library → Watchlist for users who want comprehensive management. This dual-access pattern serves both casual browsers and organized curators.
Action Menu:
Long-pressing or tapping the menu icon (…) on any watchlist item reveals contextual actions—remove from watchlist, add to Up Next, or share.
The data was clear: 63% of users plan viewing vs. 50% using watchlists as memory aids. The "Up Next" queue served a different mental model—tracking current progress, not future intent. Separation eliminated cognitive overload.
Rather than alerting users every time they add content (annoying), notifications trigger only when watchlisted content is premiering. This transforms passive saves into active viewing moments—the exact business outcome Apple needs.
The watchlist placement strategically promotes Apple's original content while giving users control over their viewing pipeline. When Apple wants to push a new show, users can save it—likely increasing viewership stats and indicating strong interest ahead of premiere.
A personalized watchlist creates stronger emotional investment in the platform. The more content saved, the more invested one may feel in the service, making them less likely to cancel their subscription.
A watchlist can offer a dataset of user intent beyond just viewing history. This data can inform future show development and more precise recommendations to users.
Validation: Apple launched this feature in October 2024, confirming the market need and design approach I took—nearly identically with the exception of the dedicated Watchlist page implementation.
Sometimes the best design solution is implementing proven patterns that users expect, rather than reinventing familiar interactions. 74% of users already had a mental model for watchlists—fighting it would have been design ego, not user-centered thinking.
The Apple Forum complaints weren't just feature requests—they were retention signals that translated directly to revenue impact. Listening to user feedback revealed what competitors had already filled.
The most successful features often solve the simplest problems. A basic save-for-later function generates more engagement than complex recommendation algorithms. Sometimes less is more.
• Social watchlist sharing to drive viral content discovery
• AI-powered watchlist recommendations based on saved content
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