Google is testing the launch of the Play Media Experience program, allowing the Play Store commission to be reduced from 30% to 15%, but at the cost of supporting certain platforms and features. This plan is another way to bypass the 30% commission, and it also indicates that Google has reached a deal with certain developers behind the scenes. At present, the plan is only joined by invitation, and Google has not previously mentioned it publicly.
In a lawsuit between Epic Games and Apple, Apple admitted to allowing Amazon to bypass the 30% commission fee. Apple also explained that it has an established plan for advanced video applications, although it has never publicly mentioned its existence. However, Google’s system does have some key differences. For example, it seems to be designed to promote developers to better support multiple Google platforms.
Google is now ready to expand the initiative to all media companies globally in three areas:
Video
- Eligible content includes movies, TV shows, live sports/news, and other “living room-first video programming,” while there must be experiences for Android TV, Google TV, and Cast platforms with cross-device playback and sign-in integrations required. Users benefit from: “Smart recommendations to easily find content, easier sign-up and sign-in, and enhanced discovery.”
Audio
- Content covers “premium music and audio content via subscription” for Wear OS, Android Auto, Android TV, and Google Cast, with end users benefiting from: “Content discovery and continued listening across devices.”
Books
- Premium books, audiobooks, and comics are eligible with tablet and foldable optimizations, as well as Entertainment Space integration, required. There’s also a Wear OS and Android Auto requirement for audiobook apps. Benefits encapsulate: “Improved reading experience and content discovery and re-engagement throughout Entertainment Space.”
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Google stated that the plan does not force developers to support Google TV, Wear OS, Android Auto, etc., but requires support for the following meaningful features and platforms. Google also listed specific eligibility requirements on its website, which may disqualify many small developers, such as requiring monthly active installations of more than 100,000 times and having a good rating in the Play Store. In addition, even though Google told us that it did publicly list some platforms as “necessary integrations,” and Google is still making the final decision on which companies are approved.
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