Google Play's service fee in 2026, and what changed
Google Play now charges different rates in different markets. In the EEA, the UK and the US from 30 June 2026, new installs pay 10% plus a 5% billing fee and existing installs pay 25% plus 5%. Everywhere else the older structure holds: 15% on the first $1 million of annual earnings and 30% above it.
Türkiye refunds half of what a software company or game studio spends on advertising, app store commissions and hosting when it sells to customers abroad, and up to 70% when those customers are in one of twenty target markets. It is paid in cash, against invoices you have already settled. Try it with your own numbers.
01What does Google Play charge?
| Tier | Rate | When it applies |
|---|---|---|
| New installs, EEA, UK and US | 10% + 5% billing fee | From 30 June 2026, on transactions other than subscriptionssource |
| Existing installs, EEA, UK and US | 25% + 5% billing fee | From 30 June 2026, or 20% where the transaction uses an external web linksource |
| Auto-renewing subscriptions, EEA, UK and US | 10% + 5% billing fee | From 30 June 2026, new and existing installs alikesource |
| With Play Games Level Up or Apps Experience | 15% + 5% billing fee | New installs for participating developers, and 20% plus 5% on existing installssource |
| All other markets | 15% | On the first $1 million of annual earnings, with 30% above that. Subscriptions stay at 15%source |
02What does Google Play cost on real revenue?
- Gross revenue through the store$1,000,000
- Play's 30% rate above the first $1M outside the EEA, UK and US$300,000
- What reaches you$700,000
- Reimbursed if the company is Turkish$150,000
Platform and app store commissions are a supported item at 50%, capped at 20 000 000 ₺ ≈ $417,537 a year for up to ten products. On this example the store keeps $150,000 of your revenue rather than $300,000.
03What else should you know about Google Play?
- Which rate applies depends on the market and on whether the install is new or existing, so a single blended number does not describe a real portfolio.
- The billing fee of 5% sits on top of the service fee in the EEA, UK and US structure, so 10% is really 15% unless you use an alternative billing route.
- The reduced programmes require enrolment, so eligibility does not apply itself.
- The $1 million threshold in other markets is measured on annual earnings, which resets each year.
04How much of the Google Play cut comes back through Türkiye?
App store and platform commissions are a supported item under Türkiye's export incentive at 50%, capped per product for up to ten products a year. That covers Play's service fee in the same way it covers Apple's commission.
| What you spend it on | Programme item | Paid back | Annual cap |
|---|---|---|---|
| Ads and player acquisition | Digital product promotion: ads & marketing (up to 10 products/yr) | 50% to 70% | 50 000 000 ₺ ≈ $1,043,841 |
| App store and platform commissions | App store & platform commissions (up to 10 products/yr) | 50% | 20 000 000 ₺ ≈ $417,537 |
| Hosting and servers | Hosting costs | 50% | 5 000 000 ₺ ≈ $104,384 |
What Türkiye would pay back on your spending
Türkiye runs a government programme that refunds part of what a software company or game studio spends on reaching customers abroad. It covers advertising, app store and platform commissions, and hosting. The refund is paid in cash against invoices the company has already settled, so it does not depend on the company making a profit. The standard rate is 50%, and it rises to 70% when the customers being targeted are in one of the twenty countries on the Turkish Ministry of Trade's target list.
Put your own yearly figures in below. The rates and the annual caps come from the same file as our full calculator, and the total updates as you type.
05Questions we get asked
Why do the rates differ by market?
Regulation. The EEA, UK and US structure from 30 June 2026 separates a service fee from a billing fee and treats new and existing installs differently, which the older single-rate structure did not.
Is 10% really 10%?
Not on its own. In that structure a 5% billing fee sits on top, so the effective charge is 15% unless the transaction uses an alternative billing route.
Does the Turkish programme cover Play fees?
Platform commissions are a supported item at 50%, subject to the annual cap, provided the Turkish company holds the developer account and pays the fees.
Why the store cut matters to us
CyberScope Solutions is an Istanbul consultancy that manages Türkiye's IT export incentive claims for software companies and game studios. Platform commissions are one of the largest supported items we file, so we track the fee tables closely and rebuild this page when they change.
- These pages get rebuilt, not left. Rates and caps come from the same file as our calculator, so when one changes the page changes with it.
- We do the filing. Claims run through DYS, the ministry's own system, and we handle the evidence pack, the deadlines and the follow-up questions.
- You find out early if it is not for you. The first call is thirty minutes and we will say plainly if your spend pattern does not suit the programme.
Turn that number into money
Send us the rough shape of your spend. You get back what it is worth, what setting it up involves, and how fast the first claim can go in. Companies already operating here treat this as routine, and the six month window means the clock is running on invoices you have already paid.
- A reply from a person within one working day
- No mailing list, no drip sequence
- Thirty minutes, and you keep the numbers either way
Got it.
We will read it properly and reply within a working day. If you would rather get it over with now, pick a time that suits you.
Book a 30 minute call06Where these numbers come from
- https://support.google.com/googleplay/android-developer/answer/112622 checked 2026-08-20