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Apple TV Expands to Android: What Developers Need to Know

February 21st, 2025

Apple TV Expands to Android: What Developers Need to Know
Anh Nguyen

by Anh Nguyen

COO & Co-Founder at Gummicube, Inc

In a surprising yet strategic move, Apple has made its Apple TV app available on Android smartphones, tablets, and foldable devices via the Google Play Store. This expansion is a major shift in Apple’s long-standing walled-garden approach, as the company has historically limited its software ecosystem to Apple-owned devices. Now, Android users worldwide can access Apple TV+, Apple’s premium streaming service featuring award-winning original series, films, and live sports.

This move is particularly notable because it underscores Apple's increasing focus on subscription-based services, which have become a key revenue driver for the company. By extending Apple TV to Android, Apple is reaching an entirely new segment of users who might not own an iPhone, iPad, or Mac but are still interested in premium streaming content.

For developers and ASO experts, this change presents several key takeaways. It signals a growing trend of cross-platform accessibility, highlights the importance of optimizing for new audiences, and serves as a reminder that even companies as exclusive as Apple recognize the value of reaching users beyond their immediate brand. So, what does this mean for app store optimization (ASO), and how can developers leverage these insights for their own apps? Let’s dive in.

APPLE TV APP NOW ON ANDROID DEVICES

Apple TV’s arrival on Android is more than just a new app launch—it’s a calculated business decision that aligns with the increasing demand for accessibility and content flexibility. Users can now stream Apple TV+ originals, subscribe to MLS Season Pass for Major League Soccer coverage, and enjoy Apple’s growing sports offerings, including Friday Night Baseball and the newly introduced Sunday Night Soccer.

Key Features of Apple TV on Android:

  • Continue Watching: Syncs viewing history across all devices, allowing users to resume shows and movies effortlessly.
  • Watchlist: Users can bookmark content for easy access later.
  • Offline Viewing: Subscribers can download content for on-the-go watching without an internet connection.
  • Google Play Billing Integration: Simplifies subscription management by allowing users to sign up directly through their Google Play account.

By bringing Apple TV to Android, Apple is removing a major barrier that previously prevented non-Apple users from accessing its content. This move reflects a larger industry trend where services, rather than hardware, are becoming the primary focus for tech giants. Apple’s shift follows similar strategies from companies like Netflix, Disney+, and Amazon Prime Video, which prioritize cross-platform accessibility to maximize user acquisition.

For developers, this expansion underscores the importance of optimizing apps for wider accessibility while maintaining a high-quality user experience across all devices. Developers who have yet to explore cross-platform availability should see this as a clear signal—limiting an app to only one app store can severely cap potential growth. As the competition for users intensifies, ensuring that apps are available on multiple platforms will be key to staying relevant in a fast-changing digital landscape.

IMPLICATIONS FOR APP STORE OPTIMIZATION

Apple’s expansion into the Google Play Store with Apple TV presents valuable lessons for app developers and ASO professionals. As Apple competes with established streaming services, the move underscores the critical importance of adapting ASO strategies when entering new platforms.

This expansion highlights a few key takeaways:

  • Shifting Competition Dynamics Apple, once confined to the App Store, now faces new challenges in the Google Play Store, where different ranking factors and user behaviors come into play. This shift reinforces that even the biggest brands must engage in solid ASO practices to stay competitive in a new marketplace.
  • Platform-Specific ASO Strategies Google Play operates with different ranking algorithms, user expectations, and opportunities for featuring. Developers must adapt their metadata and visuals to the unique indexing and guidelines for each store, rather than simply porting over the same exact content from one platform to another.
  • Aligning Monetization with Platform Norms Apple’s integration of Google Play Billing for Apple TV subscriptions demonstrates how platform-specific monetization strategies can potentially improve user conversion rates. 

This expansion offers a useful case study for developers, illustrating the need for adaptability when expanding to new platforms. Even brands as well-established as Apple must carefully adjust their ASO tactics to maximize discoverability and engagement across platforms.

CROSS-PLATFORM AVAILABILITY: EXPANDING YOUR REACH

One of the most striking takeaways from Apple’s move is the emphasis on cross-platform availability. Historically, Apple has been known for its tightly controlled brand and exclusivity, but this shift signals a growing need to meet users where they are, regardless of the device they use.

For app developers, this means considering the following:

  • Expanding to Multiple Platforms: If your app is currently iOS-exclusive, consider launching an Android version to tap into a larger user base.
  • Ensuring a Consistent User Experience: While maintaining platform-specific optimizations, it’s important that users experience a seamless transition between different versions of your app.
  • Leveraging Cross-Platform Growth: Developers should monitor whether expanding to another platform aligns with their user acquisition goals, and see if they can reach more downloads by expanding.

With Apple TV now available to a significantly larger audience, it’s clear that even industry leaders recognize the need for platform diversification to stay competitive. If Apple, a company known for exclusivity, sees the need to broaden its reach, developers should take note. There’s significant value in expanding beyond a single platform, and doing so could be the key to unlocking a much wider audience.

LEVERAGING PLATFORM-SPECIFIC FEATURES FOR BETTER ENGAGEMENT

While cross-platform expansion is key, Apple’s success on Android will also depend on how well it adapts to platform-specific expectations. Users on Android have different habits, preferences, and engagement patterns compared to Apple users, and failing to address those differences could hinder adoption.

For app developers, this means optimizing apps for the specific strengths of each platform. Some important considerations include:

  • Google Play Billing Optimization: Apple TV allows users to subscribe through their Google Play account, which simplifies payments and could lead to higher conversion rates. Developers should ensure their apps are integrated with Google Play’s billing system to reduce friction in the checkout process.
  • Material Design Compliance: Unlike Apple’s iOS Human Interface Guidelines, Android follows Material Design principles. Apps that conform to these UI standards feel more natural to Android users, which can improve engagement and retention.
  • Push Notifications & Engagement Tools: Android offers a more flexible approach to push notifications and background activity than iOS. Developers could take advantage of these capabilities to boost retention.

Apple’s success on Android will depend on how well it embraces these platform-specific optimizations—just as any developer expanding their app to a new marketplace must do. Simply porting an app from one platform to another isn’t enough. True success requires adapting to the behaviors, preferences, and expectations of each platform’s user base.

OPTIMIZING THE GOOGLE PLAY STORE LISTING FOR MAXIMUM VISIBILITY

Now that Apple TV is competing in the Google Play Store, its success will heavily depend on ASO strategies tailored to Google Play’s ranking algorithms. Apple must ensure its app listing is fully optimized for search visibility and user conversions.

Developers should take note of the following best practices for Google Play ASO:

  • Keyword Optimization: Research high-traffic search terms relevant to your app’s core functionality. For Apple TV, this includes “streaming app,” “TV shows,” and “live sports.”
  • High-Quality Visuals: Eye-catching and engaging screenshots or promotional videos can clearly communicate your app’s features and value proposition can increase conversion rates.
  • Compelling App Description: A well-structured, keyword-rich app description that highlights unique selling points will improve discoverability and user engagement.

Apple’s listing strategy will serve as an interesting case study in how even a well-established brand must still compete for visibility within Google Play’s search and browse environments. No app is automatically successful—it must be optimized properly to reach the right users.

CONCLUSION

Apple’s decision to bring the Apple TV app to Android marks a turning point for the company’s approach to platform exclusivity. By prioritizing service accessibility over hardware constraints, Apple is positioning itself to compete more aggressively in the streaming wars.

For developers and ASO professionals, this move highlights the importance of expanding availability, optimizing listings for different platforms, leveraging new monetization strategies, and continuously adapting to market shifts. Success in today’s app economy isn’t just about launching a great app—it’s about making sure that your app is accessible, discoverable, and optimized for the right users on every platform possible.

LET’S CHAT!

If you’re looking to optimize your app for new platforms or enhance your ASO strategy, Gummicube is here to help. Reach out to our team to learn more about how you can maximize your app’s visibility and conversion rates across different app stores.

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