Apple's 30% in-app purchase fee on tvOS is the single biggest line item between your subscriber revenue and your bank account. The good news: there are legitimate ways to reduce or eliminate it depending on how your service is structured. Here is what is actually allowed in 2026.
The standard 30% (and when it becomes 15%)
Apple's default commission on tvOS in-app purchases is 30% of the gross transaction. Two automatic reductions apply:
- Small Business Program - 15% on all in-app revenue if your total App Store revenue is under $1M/year. Apply through App Store Connect.
- Year-Two Subscriptions - 15% on auto-renewing subscriptions after the user has been subscribed for 12 consecutive months.
These reductions stack: under $1M revenue and a long-tenured subscriber means 15%, not 7.5%, since the discounts are not additive - Apple takes the lower applicable rate.
The reader-app exception (the most powerful escape hatch)
Under guideline 3.1.3(a), a 'reader app' can let users unlock previously purchased content (subscriptions, books, video, audio, cloud storage) without offering in-app purchase. Most streaming services qualify.
The catch: you cannot have a sign-up or upsell flow inside the app. The user must arrive already subscribed, having signed up on your website. You can show a 'Sign in' button but not a 'Subscribe' button.
If you qualify and accept the trade-off, Apple takes 0% of your subscription revenue on tvOS. This is what Netflix, Spotify, and Disney+ all do.
The External Link Account Entitlement
Apple's External Link Account Entitlement (available in select regions including the US and EU) lets reader apps add a single link inside the app that opens a web browser to your sign-up page. You still pay no commission on the resulting subscription, but you can finally show a CTA inside the app.
Apply through App Store Connect. Approval is not automatic and Apple reserves the right to revoke. As of 2026 most major US streamers have been approved.
EU Digital Markets Act (DMA) changes
Inside the EU, the Digital Markets Act forced Apple to allow alternative app marketplaces and external payment systems on iOS. tvOS is partially included: developers in the EU can use third-party payment processors for in-app purchases with a reduced 17% Apple fee plus 0.5€ per install above 1M.
For most streaming publishers this is worse, not better, than the reader-app exception. Run the math before opting in.
Pricing strategy when you cannot avoid IAP
If your model requires in-app subscribe (e.g. you sell to viewers who do not know your brand outside the app), price the tvOS plan 15–25% higher than your web plan to recover the commission. Use Apple's tiered pricing structure so the rounded $-tier still feels natural ($14.99 in-app vs $11.99 on web).
Disclose the price difference in your FAQ - App Store guidelines do not allow you to disclose it inside the app itself.
Decision tree
- Do you control the user's sign-up off-app today? If yes → use the reader-app exception. 0% commission.
- Do you want a sign-up CTA in the app? Apply for the External Link Account Entitlement. Still 0%.
- Are you under $1M App Store revenue? Enrol in the Small Business Program. 15%.
- Otherwise → standard 30% with year-two drop to 15%. Price tvOS higher than web to compensate.
The bottom line
The 30% headline rate is rarely the rate publishers actually pay in 2026. Pick the model that matches your funnel and structure accordingly. OTT Engine ships both an IAP-enabled and a reader-app template - switch between them with a config flag. Book a demo to see your options.
Frequently Asked Questions
Can I avoid Apple's 30% fee on tvOS?
Yes. The reader-app exception lets streaming apps charge users via your website and skip in-app purchase entirely, paying 0% to Apple.
What is the Apple Small Business Program?
If your total App Store revenue is under $1M/year, you qualify for a reduced 15% commission instead of 30%. Apply in App Store Connect.
Do tvOS subscriptions drop to 15% after a year?
Yes. Auto-renewing subscriptions drop from 30% to 15% once a subscriber has been continuously subscribed for 12 months.
What is the External Link Account Entitlement?
An Apple program that lets reader apps include a single link to their external sign-up page from inside the tvOS app, without paying commission.
Should I price my tvOS subscription higher than my web subscription?
If you cannot use the reader-app exception, yes - 15–25% higher typically recovers the Apple commission while staying within natural price tiers.