How to prepare app preview videos for the App Store and Play Market
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A well-prepared video shows how the app actually works—its core mechanics, key features, and visual style—and plays a direct role in the install decision.
An app preview video is one of the first elements users notice when they open an app page in stores. According to industry data aggregated by Gitnux, mobile apps with a video trailer in their store listing get up to 35% more downloads.
A well-prepared video shows how the app actually works—its core mechanics, key features, and visual style—and plays a direct role in the install decision.
In this guide, we break down the current video requirements for the App Store and Play Market and explain what to include in your app preview so it supports conversion without risking rejection.
A well-prepared video shows how the app actually works—its core mechanics, key features, and visual style—and plays a direct role in the install decision.
In this guide, we break down the current video requirements for the App Store and Play Market and explain what to include in your app preview so it supports conversion without risking rejection.
The App Store video requirements
The App Store allows up to three app preview videos per app page. Videos can be horizontal or vertical and usually appear before screenshots, which makes them one of the most visible elements of the listing.
Apple supports multiple iPhone display targets, including 6.9-inch and 6.5-inch. The maximum file size is 500MB per video, and the allowed duration ranges from 15 to 30 seconds.
In practice, it’s safer to keep videos under 29 seconds. During upload to App Store Connect, video duration can sometimes be rounded up, which may cause the system to reject files that are too close to the limit.
App previews can autoplay on the product page and in search results. If a user has video autoplay turned off, the listing shows a static poster frame. This makes the poster frame a critical element—an uninformative or empty frame can significantly reduce engagement.
By default, Apple selects a frame from the fifth second of the video as the poster. You can manually choose a different frame using the poster frame selection option. However, selected frames may reset during processing, so a more reliable approach is to place the desired frame at the very beginning of the video.
If you upload multiple videos, only the first one appears in search results. For that reason, all key messages and product highlights should be included in the first preview. If you upload multiple videos, lead with the most important message in the first preview.
Apple applies strict content guidelines. App previews must show only in-app content—real UI, real interactions, and real workflows.
Stay within the app: use captured in-app footage and don’t film hands or the device. Any graphic elements should only clarify interaction and must not imply missing functionality.
Key technical specifications for the App Store app previews:
For a full list of supported formats, resolutions, and technical parameters, refer to Apple’s official app preview specifications and the App Store app preview guidelines.
In practice, it’s safer to keep videos under 29 seconds. During upload to App Store Connect, video duration can sometimes be rounded up, which may cause the system to reject files that are too close to the limit.
App previews can autoplay on the product page and in search results. If a user has video autoplay turned off, the listing shows a static poster frame. This makes the poster frame a critical element—an uninformative or empty frame can significantly reduce engagement.
By default, Apple selects a frame from the fifth second of the video as the poster. You can manually choose a different frame using the poster frame selection option. However, selected frames may reset during processing, so a more reliable approach is to place the desired frame at the very beginning of the video.
If you upload multiple videos, only the first one appears in search results. For that reason, all key messages and product highlights should be included in the first preview. If you upload multiple videos, lead with the most important message in the first preview.
Apple applies strict content guidelines. App previews must show only in-app content—real UI, real interactions, and real workflows.
Stay within the app: use captured in-app footage and don’t film hands or the device. Any graphic elements should only clarify interaction and must not imply missing functionality.
Key technical specifications for the App Store app previews:
- Codec: H.264 or ProRes 422 (HQ)
- Bitrate: 10–12 Mbps (H.264), ~220 Mbps (ProRes)
- Frame rate: 30 fps
- Formats: .mov, .m4v, .mp4 (ProRes—.mov only)
For a full list of supported formats, resolutions, and technical parameters, refer to Apple’s official app preview specifications and the App Store app preview guidelines.
Play Market video requirements
Users watch the video by tapping the play button overlay. In some surfaces, Play Market may autoplay the first up to 30 seconds with muted audio.
The thumbnail deserves special attention. The center of the frame is partially covered by the play button, so app names, logos, or important UI elements should not be placed there.
If you decide to add a video to Play Market, monetization must be disabled on YouTube. Google requires ads to be disabled for the video, so users don’t see unrelated ads in the listing.
Content rules in Play Market are more flexible than Apple’s, but limitations still apply. Videos should focus on the app itself or on actual gameplay. Showing people interacting with devices is allowed only when it’s essential to understanding how the app works outside the screen—for example, in fitness or motion-based apps.
Text overlays inside videos are also regulated. Promotional claims such as “#1 app,” “Millions of downloads,” “Best app,” or direct calls to action like “Install now” are not allowed. Neutral descriptions of features, mechanics, or app functionality are acceptable.
Google also allows mentioning store-issued awards or editorial recognition.
Key technical specifications for Play Market promo videos:
For the full picture—formats, limits, and what’s allowed—check Play Market’s store listing guidelines and YouTube’s ads and monetization policies.
The thumbnail deserves special attention. The center of the frame is partially covered by the play button, so app names, logos, or important UI elements should not be placed there.
If you decide to add a video to Play Market, monetization must be disabled on YouTube. Google requires ads to be disabled for the video, so users don’t see unrelated ads in the listing.
Content rules in Play Market are more flexible than Apple’s, but limitations still apply. Videos should focus on the app itself or on actual gameplay. Showing people interacting with devices is allowed only when it’s essential to understanding how the app works outside the screen—for example, in fitness or motion-based apps.
Text overlays inside videos are also regulated. Promotional claims such as “#1 app,” “Millions of downloads,” “Best app,” or direct calls to action like “Install now” are not allowed. Neutral descriptions of features, mechanics, or app functionality are acceptable.
Google also allows mentioning store-issued awards or editorial recognition.
Key technical specifications for Play Market promo videos:
- Upload method: YouTube link (video is not uploaded directly to Play Market)
- Orientation: horizontal or vertical videos are supported
- Autoplay duration: first 30 seconds
- Thumbnail: displays with a play button overlay if autoplay doesn’t trigger
- Monetization: must be disabled
For the full picture—formats, limits, and what’s allowed—check Play Market’s store listing guidelines and YouTube’s ads and monetization policies.
Final notes
Most problems with app preview videos start the same way: someone tries to make the app look better than it really is. A cleaner flow, nicer screens, a feature that almost works but isn’t quite there yet. It usually feels harmless at the time.
But users catch this faster than we think.
They install the app, open it, and realize the video showed something slightly different. That moment matters. It affects trust, reviews, and whether they stay or leave.
The safest option is boring, but it works. Record what the app actually does today. Show the screens people will really tap through. If something looks simple or imperfect, let it be.
A preview video is there to set expectations. When it does that job well, everything else gets easier.
But users catch this faster than we think.
They install the app, open it, and realize the video showed something slightly different. That moment matters. It affects trust, reviews, and whether they stay or leave.
The safest option is boring, but it works. Record what the app actually does today. Show the screens people will really tap through. If something looks simple or imperfect, let it be.
A preview video is there to set expectations. When it does that job well, everything else gets easier.
With 10+ years of experience in digital marketing, Liza can find non-standard solutions quickly. She’s also taught a course on marketing.
Liza Sudareva