An interview with
Wondersauce Senior Strategist Jake Lenze
At Wondersauce, we believe the best ideas start with better conversations, the kind where insights aren’t extracted, they unfold. That’s exactly what happened when we sat down with Jake Lenze, our senior strategist who doesn’t just track where culture is heading but helps shape it.
In this interview, we dive into the messy intersection of user experience, brand identity, and streaming platforms. From Netflix to Peacock to Spotify’s AI DJ, Jake shares his unfiltered take on what’s working, what’s not, and why creativity might be the answer.
WS: What are the biggest pain points in current digital rental experiences across platforms?
Jake: When I think about streaming platforms as a whole, I’m considering music, video streaming, and services like Audible.
I would say the biggest pain points are that a lot of streaming services, Netflix and Spotify in particular, don't necessarily value creativity as much as they could. They lack innovation or awareness of what people are interested in. For example, on Netflix, you’ll often see a new series drop, gain a cult following, and then get canceled after just one season.
And I think that's a real issue. Like with any marketing, you need to give things time to flourish. There’s usually an awareness play involved. Launching content is roughly the same as marketing; it takes a moment for people to get used to it. So when it comes to ratings and all that, I think the platforms willing to take more creative risks actually end up succeeding more.
Spotify faces a similar problem. Their user experience is great, but they don’t always reward artists appropriately.
WS: How much does UX influence subscriber loyalty compared to content quality in streaming services?
Jake: I believe if the content is good enough, people will deal with a bad user experience. I have very rarely been deterred from leveraging a streaming platform because of a bad user experience. However, if the content AND the user experience aren’t good, then I'm not gonna bother.
WS: Which streaming platforms are successfully balancing strong branding with seamless user experience, and which ones fall short? What factors contribute to their success or failure?
Jake: I think that Peacock has a really beautiful user experience. I would also say that HBO Max has a great user experience as well. Both of those platforms really understand their viewers.
Peacock has done a great job of owning the reality-TV space and making itself the go-to home for that kind of content. Their user experience is clearly built around that. Take shows like Love Island, where episodes come out every day—they make it super easy to engage with that content. They’re very clear too, with messaging like, “This episode airs live on Thursdays,” or “The new episode is out on Peacock on Friday.” That kind of clarity really helps.
Whereas, I’d say, the Netflixes of the world are falling short.
WS: How might emerging technologies help bridge the gap between branding and UX in streaming?
Jake: I will say that Spotify does a really beautiful job with curation, personalization, and awareness of what people are interested in. I think their AI DJ is a great feature, for example.
They recently added a voice-to-text option for the AI DJ, where you can say something like, “Can you play some songs like Supercut by Lorde and Dancing On My Own by Robyn?” And speaking from experience, they usually nail it.
They also have daylists, daily mixes…there’s a lot going on there. They’re definitely moving in the right direction. But at the same time, I think this AI and curation layer creates a broader UX challenge. You really need to integrate it thoroughly so it feels like a natural part of the user experience; not just like, “Oh, we added a button for the DJ.”
Those are the platforms I think are doing well. Meanwhile, Netflix is falling behind, both because of their inconsistent content strategy and their new focus on gaming. Who’s gaming on Netflix!?
AI and machine learning will definitely help with curation. It’s just about integrating it in a way that feels organic and part of the platform’s DNA, rather than a gimmick or a fun add-on.
As streaming platforms continue to evolve, it’s clear that success depends on more than just flashy features or quick content drops. Jake’s insights highlight the importance of giving creativity space to grow, truly understanding your audience, and weaving emerging technologies seamlessly into the user experience. The platforms that get this right, those willing to take creative risks and integrate innovation authentically, will be the ones shaping the future of entertainment.