What is an App Preview Video?

App preview videos are the most engaging format available in your store listing. On iOS, preview videos autoplay (muted) when a user views your listing, making them the first thing users see before your screenshots. When done well, they can significantly boost conversion rates by demonstrating the actual app experience rather than just showing static images.

On iOS, you can upload up to three app preview videos, each between 15 and 30 seconds. Videos must be captured from the device screen (screen recordings) and can include text overlays, transitions, and background music. They autoplay silently with captions visible, so your video must communicate effectively without sound. Apple recommends showing real app functionality — not cinematic ads — and keeping the most compelling content in the first 5 seconds since many users will not watch the full video.

Google Play supports promotional videos through YouTube links. Unlike iOS, Google Play videos do not autoplay — they appear as a play button overlay on your feature graphic. This means the thumbnail (feature graphic) must be compelling enough to earn a tap. Best practices for preview videos include starting with your strongest feature, showing real UI interactions rather than marketing animations, keeping text overlays brief and legible, and including captions for accessibility. A/B test whether a video improves your conversion rate — for some app categories, well-designed screenshots outperform mediocre videos.