By Sampath Mallidi, CEO of Revidd · October 2026
If you are a broadcaster asking how long it takes to launch an OTT app, the honest answer has two parts. The build can be fast. The store review is not in anyone's control. With Revidd, apps can be ready in as little as 1 to 2 weeks, and then each store reviews them on its own clock. This page shows the stages, who owns each one, and what the stores say about their own review times.
TL;DR: Launching an OTT app has six stages: inputs, app build, store accounts, submission, store review and go live. The build is the part a platform can shorten. Store review is the part nobody can promise. Apple says it typically reviews at least 50% of submissions in less than 24 hours and 90% in less than 48 hours. Google says some reviews take up to seven days or longer. Roku and Amazon do not state a review time on the pages we read. Plan your launch date around the slowest store, not the fastest.
How long does it take to launch an OTT app?
It takes the build time plus the review time of every store you ship to. A platform can cut the build to as little as 1 to 2 weeks. Review time then sits on top, and it is set by Apple, Google, Roku, Amazon and the TV makers, not by your vendor. A vendor who promises a fixed go live date for every device is guessing about the part they do not control.
We do not give a total in days here. It depends on how ready your logo, content and accounts are, and on how many devices you launch on.
What are the six stages of an OTT app launch?
Here are the stages in order, with the owner of each one.
Stage | What happens | Who controls the clock |
|---|---|---|
1. Inputs | Logo, colors, app name, first content, rights check | You |
2. App build | Branded apps are built for each device | Your platform vendor |
3. Store accounts | Developer accounts opened and verified | You and the stores |
4. Submission | App, screenshots, descriptions and test access sent in | You and your vendor |
5. Store review | Each store checks the app | The store |
6. Go live | Apps appear in the stores and your channel is open | You, once approved |
Stages 1 and 3 are the ones that slip most often, because they wait on people at your end. Start them on day one.
What does the app build take with a platform?
With Revidd, apps can ship in as little as 1 to 2 weeks, plus store review. That is for native apps on Roku, Samsung, LG, Vizio, Apple TV, Fire TV and Android TV, built from one integration, with your brand on them. You do not need an engineering team to get there.
If you build the apps yourself, the build is far longer and it repeats for every device family. We do not put a number on it, because it depends on your team. If you are weighing the two routes, read our guide to build versus buy for an OTT platform and the cost to build an OTT platform.
How long does store review take?
It depends on the store, and most stores do not say. We read the official pages on October 27, 2026. Here is what each one states.
Store | What its own page says about review time |
|---|---|
Apple | "App Review works around the clock, typically reviewing at least 50% of submissions in less than 24 hours and 90% in less than 48 hours." It adds that an incomplete submission may be delayed or not pass. |
Google Play | Some reviews may take "up to 7 days" and longer "in exceptional cases". Google says certain developer accounts get a more thorough review. |
Roku | The publishing guide we read states no review duration. |
Amazon Appstore | The submission page we read states no review duration. |
Samsung, LG, Vizio | Not checked for this page. Read their developer pages before you set a date. |
Sources: Apple App Review (developer.apple.com/distribute/app-review/), Google Play Console Help (support.google.com/googleplay/android-developer/answer/9859751), Roku channel publishing guide (developer.roku.com), Amazon Appstore submission docs (developer.amazon.com). These figures can change, so check the source before you quote them to your board. For what each store asks you to send in, see our CTV app store submission checklist.
Why do launches run late?
Most delays come from missing inputs, not from the build. These are the usual ones:
Store accounts that are not verified yet
A rights check on the first titles that is still open
Missing screenshots, descriptions or a test login for the reviewer
An incomplete submission, which Apple says can delay review or fail it
One store sending the app back, so the other stores wait on a fixed build
A rejected app goes back into the queue. Build one buffer into your plan for that.
How do you plan a launch date you can keep?
Work backwards from the slowest store, and launch in waves if you need to.
Open every store account in week one.
Send your logo, colors and first content to your vendor on day one.
Set the public date only after the last store approves.
Announce on the devices that are live first. Add the rest as they clear.
Keep a test login ready for every reviewer.
When is another route faster?
Sometimes. If you only need a channel on one platform and you already have the developer skills, going direct to that store can be quick. If you only want your channel carried on free third party services, a managed distribution partner is the better choice. Amagi and Wurl specialize in that, and Revidd does not provide it. If you just want to put video in front of people this week, YouTube needs no app review at all. See own app versus YouTube for TV channels.
An owned app on every screen is the better route when you want your own audience, your own brand and your own revenue mix.
What does Revidd cover?
Revidd is a plug and play OTT and FAST platform for broadcasters: on demand, live and FAST in one platform, on every major screen. Revidd powers streaming that reaches more than 38 million viewers and 5.2 million monthly active viewers across 15 countries. See the OTT apps platform page, the guide to building an OTT app and the OTT platform for TV stations.
If you already run on another platform, the migration guide shows how to move without going dark.
How to get a launch plan from Revidd
Tell us which devices you need and when you want to be live. We will show you the build stage and the parts that sit with the stores. Book a demo.
Frequently asked questions
How long does it take to launch an OTT app?
With Revidd, apps can be built in as little as 1 to 2 weeks. Store review comes on top and is outside our control. The total depends on your inputs and on the slowest store.
How long does Apple take to review an app?
Apple says it typically reviews at least 50% of submissions in less than 24 hours and 90% in less than 48 hours. An incomplete submission can take longer or fail. Check Apple's page for the current wording.
How long does Google Play take to review an app?
Google says some reviews take up to seven days or longer in exceptional cases. Plan for the longer end.
Can I launch on some devices first?
Yes. Stores approve on their own schedules, so you can open on the devices that clear first and add the rest after.
What slows a launch down most?
Missing inputs: unverified store accounts, open rights checks and incomplete submissions. Build time is usually not the problem.
Do I need an engineering team?
Not with a platform. Revidd builds the native apps, and you do not need an engineering team to launch.
