Just How Big is the Apple TV App Store in 2023?

Ariel Ariel

This is a single insight from This Week in Apps - Not the Best Time for That.... Check out the full article for more insights.

When the Apple TV App Store opened up in 2015 it had a lot of promise. Knowing how hard it is to develop for big game consoles, I expected this to mean a flood of games for Apple's new "game console" masquerading as a streaming device.

Nearly eight years later and... that's not the case. At all.

Games aren't the biggest category, or even second or third.

If not games, what are the biggest categories on the Apple TV App Store?


The largest category of apps for the Apple TV is education. Surprised? me too!

Of the roughly 15K apps available for downloads through the Apple TV App Store right now, about 25% are in the education category. That wasn't what I expected.

Entertainment and Lifestyle, the two other categories I expected to dominate, do in fact dominate. There are more than 5,000 apps between the two categories, which makes sense considering that's where most of the apps you'd expect to live in a TV to exist.

Games ranked 4th, and as a casual gamer, the TV never really attracted me as a gaming device, so I'm not surprised. The Apple TV remote is a terrible controller, and even with a dedicated controller, most games just don't feel right to me.

I think it's a huge missed opportunity though. The Apple TV is a powerful device that can easily serve good games, but beyond hardware, it's Apple's lack of promotion that makes it hard to be successful with an Apple TV game. Much like developing for the Mac...

Music, News, and Sports all have more than 500 apps each while Health & Fitness, Utilities, and Photo & Video dip below.

What is interesting is the trend of new releases. While the numbers are small -- the Apple TV App Store saw the same number of new releases in 2022 as the iOS App Store sees in about 48 hours -- they are growing, and 2022 saw the biggest increase in recent years.

The Apple TV will be a gold mine for developers once Apple figures out how to make it easier to get new apps. I say will and not could because it's just a matter of time until that happens.

App Intelligence for Everyone!

The insights in this report come right out of our App Intelligence platform, which offers access to download and revenue estimates, installed SDKs, and more! Learn more about the tools or schedule a demo with our team to get started.

Are you a Journalist? You can get access to our app and market intelligence for free through the Appfigures for Journalists program. Contact us for more details.

All figures included in this report are estimated. Unless specified otherwise, estimated revenue is always net, meaning it's the amount the developer earned after Apple and Google took their fee.

Tagged: #tv

Related Resources

Supercell's Squad Busters Just Bested Brawl Stars' First Week Haul
Supercell's Squad Busters Just Bested Brawl Stars' First Week Haul

The past several days have been some of the biggest for mobile gaming in recent memory. Not only did we get the global r...

Temu's at It Again - The Most Downloaded Apps in the World
Temu's at It Again - The Most Downloaded Apps in the World

Apps have been busy getting downloads in May. I crunched the numbers and ranked the ones that got the most. There was a ...