This thesis explores the phenomenon of "content overwhelm" on subscription video-on-demand (SVOD) platforms, which occurs when users are presented with an extensive array of content choices, leading to decision fatigue and dissatisfaction. Despite the availability of advanced recommender systems designed to streamline content discovery, users frequently experience the paradox of feeling there is "nothing to watch." This study evaluates user-centric features across three leading SVOD platforms—Netflix, Disney+, and HBO Max—to develop a prototype of a feature that offers an enhanced user interface (UI) aimed at simplifying content exploration and reducing choice overload.

Our research methodology included a comparative analysis of existing platform features, user surveys, and semi-structured interviews, resulting in the design of a new prototype. The prototype integrates insights from behavioural economics and user interface design principles, proposing a solution that prioritises ease of use and personalised content discovery. We found that while current platforms offer a rich selection of content, their interface designs and existing features often contribute to user overwhelm by failing to filter or tailor content presentations to individual preferences sufficiently.

The thesis proposes a new browsing mechanism that adopts principles from interactive digital platforms, aiming to make the decision process more engaging and reduce decision fatigue.