How to Difference on video between iOS App Store and the Google Play Store

If done right, app store videos (whether an app promo video for the Apple App Store or an app promo video for Android)  are a great way to quickly show what your app is about and an important part of your App Store Optimization strategy.

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The end goal of your iOS App Preview and Google Play Store promo video are very similar: improve conversion on the app listing and get more engaged users post-install. But their formats and constraints are very different.

And this has been bringing a lot of confusion.

Even when discussing with some mobile marketing savvy clients or partners, we often explain the differences between video on the two stores. Including the “big black bars syndrome” and why we strongly advise against using your iOS App Preview on the Google Play Store. Especially for apps in portrait mode.

Let’s explore those main differences.

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If the App Preview has a portrait orientation, it is displayed along with screenshots #1 and #2. If the App Preview has a landscape orientation, it takes the full width.

The fact that with iOS 11 the video autoplays makes it great to catch visitors attention and increase the install rate straight from the search results.


On iOS you can have up to 3 videos, and since iOS 11 they autoplay as you swipe to put them in focus.

On Android you can have only 1 video. Following the redesigned Google Play Store rolled out September 2018, the video play button still appears over the feature graphic but this is now within the Gallery. So visitors have to willingly tap the button to watch your video. When they do, a Youtube link opens.


Device specific (iOS App Previews) vs. YouTube video (Google Play Store video)

iOS App Previews are what Apple call “device specific”.

It doesn’t mean (anymore) that your video has to match your app’s orientation.

For example we recently produced the iPhone App Preview below for Red Bull TV. As you can see, landscape especially makes sense when there is some full screen content to show.

Note : not all “regular iPhones” (not iPhone X) have an actual 1080×1920 resolution, only the iPhones “Plus” do. But iTunes connect is now able to automatically generate the smaller sizes for the other devices.

Whether the user is holding the phone in vertical or horizontal position, he/she has to rotate it to watch the video.

If you were to upload an iOS App Preview in portrait on the Google play store, here is what would happen : Big Black Bars.

We kept the screen sideways because this is what happens to users: not only they have to rotate their phone but then because a portrait video was uploaded it means that only part of the screen is used

You’re also showing the wrong UI !

Since Google asks developers to remove an App Store badge so they can feature them, you can bet they won’t like you showing an iOS interface.

Content/style restrictions (iOS App Previews) vs. freedom (Google Play Store videos)

iOS App Previews are supposed to be mostly based on captured footage of the app itself, per Apple’s guidelines. You are not supposed to film people interacting with the device (live action) or create a video solely based on animations (and not showing the app itself). You are not supposed to show any device either.

Note: Because iOS App Preview videos now autoplay Apple encourages publishers to add copy (short and easy to read texts), whether overlayed on the captured footage or on text screens (text interstitials). This should be leveraged.

On the Google Play Store, there is no restriction on how your video looks like and its content. However Google does like it best when you only show Android devices and only the Google Play Store badge.

15-30s length (iOS App Previews) vs. no length restrictions (Google Play Store videos)

iOS App Previews have to be between 15s and 30s. If they are not, you won’t be able to upload them on iTunes connect.

Google recommends to keep the video between 30s and 2 minute. We advise to stay under 1mn, and 30-45s should be enough.


There are major differences as to how the videos are displayed on the two store and what the videos themselves can be.

You can have the same approach in terms of messaging and script, but you at least need to make some adjustments if you want your videos to both be approved and optimized for a specific store.

Plus, you can leverage the freedom that Google gives you to show your app the best way possible.

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