Developers building software for the new Apple TV can now showcase their app in action on the tvOS App Store with an app preview. In the store, a preview is a short video that shows your app in action, letting customers get a better idea for what the app is like to use before they download it.

From Apple:

Showcase your tvOS app in action by bringing its features and functionality alive with a short video on the App Store for Apple TV. By providing an app preview, you can help customers better understand your app and encourage more downloads.

App previews have been a part of the App Store experience on the iPhone and iPad for a couple of years. Developers can create and upload preview content starting now, and customers should be able to view app previews alongside screenshots in the tvOS App Store soon.

Source: Apple