With the old Apple TV, every app was basic but had a baseline user experience and inter-app consistency due to the generic templating system that Apple provided to channel makers. The new Apple TV is like the iPhone; developers have freedom to do whatever they want, present UI however they want. This means the apps can be more capable and more rich than ever before, but it also means media companies have the freedom to screw up and do stuff badly/lazily. The Netflix logo placement in this screenshot is just ridiculous.
Hopefully, media companies will invest into tvOS app development and this situation will improve. Right now, the best video experience comes from the iTunes Store (expensive) or apps like Plex and Squire, which stream (pirated) TV shows and movies from a network computer or NAS. Just imagine a world where Apple’s interface expertise can be combined with top-rated premium content.