Media Actions enable users to initiate media content (e.g. songs, albums, movies) on content provider applications via Google Search and the Google Assistant.

For example:

  • When a user issues a query for a movie on Google Search, Media Actions are shown in the Knowledge Graph card for the movie that appears in the results. A click on one of these Media Actions will take the user to the provider's site/app to watch the content.
  • When a user asks the Assistant to "play Lady Gaga" or “play Seinfeld”, the Assistant will initiate playback of that content on the provider's app.

How does it work?

To support Media Actions, you must:

  • Create deeplinks (a.k.a. Media Actions) for your content
  • Generate structured data markup for your content catalog and deeplinks
  • Deliver the structured data markup to Google in a feed

The deeplinks for your content will be passed to your application(s) when a user clicks on a Media Action icon (e.g. on Google Search) or initiates a Media Action via voice (e.g. on voice-activated speakers). Generally, these deeplinks are expected to initiate playback of your content. For details regarding the expected behavior of Media Action deeplinks, see:

Structured data markup

Media Actions structured data markup consists of two classes of information:

  • Content markup — Describes the content itself. This includes general attributes, such as name, as well as attributes specific to the content type such as episode and season numbers for TV episodes.
  • Action markup — Describes the access details for the content on your service. This includes the platforms where the content is available, their respective deeplinks, and the access requirements of the content.

For details regarding structured data markup, see:

For examples of structured data markup, see:

To validate samples of your markup throughout the development process, use the Data Feed Validation Tool.


Once you've developed your structured data markup, you will need to create a feed for your catalog. Delivering your content to Google in a feed is essential to ensuring high quality, coverage, and freshness for your content in Google's Media Actions products.

For details regarding feed structure and hosting, see: Data Feed Specification and Hosting the Feed.

Getting started

Need help getting started? We recommend the following approach to generating your structured data markup and feed:

  1. Determine the relevant content properties for your content

    Identify the data/content types that apply to your content, for example Episodes or Songs. For each data/content type, identify the set of fields that are required and/or relevant for your service. Assemble these fields for your spec.

  2. Prepare a template

    Use any of the examples available from the reference documentation for your content type to generate template. These examples can be tested directly in the markup validation tool for easy modification and verification.

  3. Test some samples from your catalog in the validation tool

    Check a few different examples of each data/content type from your catalog in the validation tool.

  4. Provide your catalog as a feed

    Once you've verified that a number of entries from your catalog are passing the validation tool, map your catalog to your template(s) to generate the full feed of your content.

  5. Review your impelementation against the Media Actions: Feed and Feature Checklist

If you need further help getting started, please reach out to your Google contact.


To make sure that we don't experience any issues with ingesting your catalog, please review the Media Actions: Feed and Feature Checklist.