From Idea to App: A Practical Timeline for Launching Custom TV and Mobile Apps

At this point, you're deciding things like the content mix of on-demand libraries, live streams, linear channels, or some combination of these, and you're identifying who will watch along with the devices they prefer to use. You're also going to want to list the features that matter most to you, such as user accounts, search, playlists, and basic playback controls, while you map out your monetization options.

Once your plan is in place, focus on your content preparation. This stage should usually last between two and six weeks according to how much material is already organized. In this stage, you upload files, arrange everything by categories and tags, and add all the necessary metadata, thumbnails, subtitles, and closed captions. Many teams at this point begin working with a full-stack platform that manages encoding, storage, and delivery automatically as well as designing the actual apps for you.

When you choose a turnkey approach, the core work is done by professionals in a few days up to a couple of weeks (depending on the details), rather than over many months. You can then brand the interface with your colors, logo, and navigation style, connect the content library so new uploads appear without extra coding, and integrate payment systems along with any existing website or CRM tools. If you plan to build your own app from scratch, expect it to take between six and 18 months.

After installing the apps on a range of phones, tablets, and television models, play them in a focused way to evaluate:

Apple reviews most apps within about a day, although new submissions can require additional time, while Google Play times range from hours to several days for new accounts. Roku requires certification testing before your app can be available to the public, and they'll send you feedback on any issues usually within a week. Once the stores grant approval, the apps become available and your content can start to reach viewers.

The moment the apps go live, set up analytics to check for completion rates, drop-off points, and device usage. Content must be updated on a regular schedule, and platform operating system changes along with store policy updates aren't something to ever ignore. You have to respond to those immediately unless you're using a full-stack service like Lightcast, where we keep track of these changes and the necessary development for you.

If you're ready to get your app, reach out to us today at Lightcast.com and request a demo. We have published more than twelve thousand branded TV and mobile apps across the major stores since 2010.