Evolving Beyond the App Store: The Future as a Discovery Platform

entertainment space in South korea and the United States, spotlighting short-form video and 'K-content' as demand surges.">

Mountain View, California – September 24, 2025 – Google Play has together launched dedicated entertainment spaces in both South korea and the United States, a strategic move to capitalize on the increasing global demand for short-form video content and the surging popularity of Korean entertainment, often referred to as “K-content.”

A New Hub for Immersive Entertainment

The new feature, integrated as a top-level tab within the Google Play Store, offers users a curated experience of diverse content, including short-form videos, movies, television shows, webtoons, and K-pop, all accessible without requiring individual application downloads. This innovative approach aims to streamline content finding and consumption for users.

Korea and the United States: Pioneering markets

Google Play’s decision to debut this feature in Korea and the United States is noteworthy.While the platform has previously introduced dedicated content tabs for specific regions – such as Indian cricket and Japanese manga – the rollout in these two key markets underscores the significance of their respective entertainment ecosystems. Sam Shining, Vice President of Google Play, emphasized that Korea represents a pivotal market due to its dynamic developer community and loyal user base.

The Rise of Short-Form video and ‘K-Content’

According to Bright, demand for short-form video content has exploded in Korea, increasing by over 13 times in the past year. This trend, coupled with the global phenomenon of K-pop and Korean dramas, has fueled the demand for easily accessible Korean entertainment. The platform is responding directly to those user preferences. “Google builds a space based on what users like,” Bright stated.

korean Developers Gain Global Reach

This launch is also expected to provide a significant boost to Korean app developers. last year, approximately 25% of the 2 billion downloads of applications developed by Korean companies originated from within Korea, with the remaining 75% coming from international users. This new hub is positioned to amplify the global reach of Korean content creators.

Google envisions Google Play evolving into a central “discovery platform,” facilitating seamless content discovery for its users. The dedicated space already features content from prominent domestic OTT services, including webtoon previews from Kakao and naver, alongside offerings from Kupang Play, Teabing, and Watcha. Bright described this integration as a “trailer effect,” offering samples that encourage users to download apps or make in-app purchases.

Global Expansion and Competitive Landscape

Bright anticipates the potential for wider global adoption of this model, citing the proven international success of K-pop and Korean dramas. He positions Google Play as a key access point for this content, starting with Korea. Moreover,he clarified that the Entertainment tab is designed to complement,rather than compete with,platforms like YouTube Shorts,with Google’s goal being to deliver content experiences across a wide range of devices,including smartphones,foldable phones,smartwatches,tablets,and Smart TVs.

Feature	korea	United States
Launch Date	September 23, 2025	September 23, 2025
Content Focus	Short-form video, K-pop, Webtoons	Short-form video, Movies, TV Shows
key Partnership	Kakao, Naver, kupang Play, Teabing, Watcha	N/A

Did You Know? South Korea boasts one of the highest smartphone penetration rates globally, making it an ideal testbed for new mobile entertainment features.

Pro Tip: Developers looking to reach a wider audience should consider optimizing their content for short-form video formats and exploring partnerships with established platforms like Google Play.

What impact do you think this new Entertainment Hub will have on the consumption of Korean content globally? How will this change the way users discover new apps and entertainment options?

The Evolution of Content Discovery Platforms

The launch of Google Play’s dedicated entertainment space represents a broader trend in the tech industry: the evolution of app stores from mere distribution channels to thorough content discovery platforms. Traditionally, app stores focused on app downloads. Now, they are increasingly incorporating features that allow users to sample and engage with content directly within the store.

This shift is driven by several factors, including increasing competition for user attention, the rise of subscription-based entertainment services, and the growing popularity of mobile gaming and video content. Platforms like Apple’s App Store and Huawei’s AppGallery are also experimenting with similar features, demonstrating the industry-wide recognition of this trend. According to Statista, global mobile app revenue is projected to reach $415.3 billion in 2024, highlighting the massive potential of these platforms.

Frequently Asked Questions

• What is Google Play’s new Entertainment space? It’s a dedicated hub within the Google Play Store offering curated content like short-form videos, K-pop, and webtoons without needing individual app downloads.
• Why was Korea chosen for this launch? Korea has a vibrant developer ecosystem and high user loyalty, with a rapidly growing demand for short-form content.
• How will this benefit Korean developers? The hub will help them reach a wider global audience,exceeding their current domestic market.
• Is this a competitor to YouTube Shorts? No, Google Play aims to complement platforms like YouTube Shorts by providing a different content experience across multiple devices.
• What types of content are included in the Entertainment space? It features short-form videos, movies, TV shows, webtoons, and K-pop content from various providers.
• Will the Entertainment space be available in other countries? Google Play intends to expand the reach of this feature to other regions in the future.
• What is the ‘trailer effect’ Bright mentions? It refers to how samples of content within Google Play can entice users to download the full app or make in-app purchases.

Share your thoughts on Google Play’s latest move in the comments below!

How might the limitations of app store discoverability impact innovation among smaller developers?

The Limitations of the Traditional App store Model

For over a decade, the app store – primarily Apple’s App Store and Google Play – has reigned supreme as the gateway to mobile experiences. Though, this dominance is showing cracks. The walled garden approach, while offering security and curation, increasingly stifles app discovery, innovation, and user choice. High app store fees, stringent guidelines, and the sheer volume of apps (millions!) make it incredibly difficult for developers – especially smaller ones – to gain visibility. Users, too, are facing “app fatigue” and a growing reluctance to constantly download new applications. This is driving a shift towards option methods of accessing and experiencing digital content.

The Rise of Discovery Platforms

The future isn’t about just apps; it’s about seamless access to functionality, nonetheless of whether it’s packaged as a native application.This is where discovery platforms come in. These platforms prioritize surfacing relevant experiences based on user intent, context, and preferences, rather than relying solely on app downloads.

here’s how they differ:

* App Stores: Focus on distribution of pre-built applications.

* Discovery Platforms: Focus on access to functionality, often through web apps, mini-programs, or integrated experiences.

Examples of emerging discovery platforms include:

* Super Apps: WeChat, Alipay, and Grab are prime examples, offering a wide range of services – from messaging and payments to ride-hailing and e-commerce – all within a single interface.

* Mini Programs: Popular in Asia, these lightweight applications run within existing platforms (like WeChat) without requiring separate downloads.

* Progressive Web apps (PWAs): Web applications that offer a native app-like experience, including offline access and push notifications.

* Search-Driven Discovery: Google’s advancements in indexing web content and surfacing relevant actions directly within search results (e.g., booking a flight, ordering food) are blurring the lines between search and app functionality.

* Social Commerce Platforms: TikTok, Instagram, and Pinterest are increasingly becoming destinations for product discovery and direct purchases, reducing the need to leave the platform for dedicated shopping apps.

Key Technologies Fueling the Shift

Several technological advancements are accelerating the move towards a discovery-focused ecosystem:

* WebAssembly (Wasm): Enables near-native performance for web applications,making PWAs and web-based experiences more powerful and responsive.

* Instant Apps/App links: technologies like Google’s App Links and Apple’s associated domains allow deep linking directly into specific features within an app, bypassing the need for a full download in some cases.

* Improved Browser Capabilities: Modern browsers are becoming increasingly capable of handling complex web applications, further blurring the lines between web and native experiences.

* AI-Powered Personalization: Artificial intelligence and machine learning algorithms are crucial for understanding user intent and delivering relevant experiences within discovery platforms. Personalized recommendations are key to cutting through the noise.

* Enhanced APIs: Robust APIs allow seamless integration between different services and platforms, enabling a more interconnected and fluid user experience.

Benefits for Developers and Users

This evolution offers significant advantages for both developers and users:

for Developers:

* Reduced Distribution Costs: Lower or no app store commissions mean more revenue retained.

* Wider Reach: Access to a larger audience through established platforms.

* Faster Iteration: Easier to update and deploy web-based experiences compared to native apps.

* Lower Development Costs: Developing and maintaining a single web application can be more cost-effective than building and maintaining separate native apps for iOS and Android.

* Increased Discoverability: Platforms actively promote relevant experiences to their users.

For Users:

* Seamless Experience: Access to functionality without the friction of downloading and installing apps.

* Reduced Device Clutter: Less storage space consumed by numerous applications.

* Enhanced Convenience: Rapid and easy access to services directly within the platforms they already use.

* Personalized Experiences: AI-driven recommendations deliver more relevant content and functionality.

The Impact on App Store Revenue Models

The rise of discovery platforms poses a direct challenge to the traditional app store revenue model. Apple and Google are facing increasing pressure to adapt. Potential responses include:

* Lowering Commission Fees: Reducing the 30% cut on app sales and in-app purchases.

* Offering More Flexible Distribution Options: Allowing developers to offer alternative payment methods and distribution channels.

* Investing in Discovery Features: Improving search algorithms and recommendation engines within their app stores.

* Embracing Web Technologies: Supporting PWAs and other web-based experiences more fully.

Case Study: wechat – A Super App Success Story

WeChat, with over 1.3 billion monthly active users,exemplifies the power of the super app model. Originally a messaging app, it has evolved into a extensive platform offering:

* Mobile Payments: