In an effort to further improve app discoverability, Apple recently implemented a change to the way Top Charts work on the Apple TV. When viewing the Top Paid, Free, and Grossing Charts in the tvOS App Store, Apple TV users no longer see entries for apps they've already downloaded and installed on their set-top box.
Individualized, custom Top Chart rankings are now available for all Apple TV users, allowing them to see a dynamic list that changes with each app they download. This behavior is exclusive to the Apple TV App Store and is not reflective of how Top Charts work for iOS devices and Macs.
App developer Equinux noticed the change last week, after discovering one of their popular apps was no longer listed in the Top Charts. Equinux thought the app had fallen from the charts at first, before noticing it was simply hidden on Apple TV devices where it was already installed.
In turns out, Apple now hides an app in the charts once you've installed it. Give it a try: Go install TV Pro Mediathek (VOD for German TV content) from the App Store (currently #3 Top Grossing in Germany) and then go back in to the App Store: boom - it's gone from the charts and the next-placed app has moved up.
This tvOS top charts algorithm change even affects featured apps on the start page: TV Pro Mediathek no longer shows up in its featured slot on the start page of the German App Store once you've installed it.
Apple's intention with the change is presumably to make the charts appear 'fresher' and users see more apps that they haven't installed yet.
When the Apple TV first launched in October, app discovery was a major issue. Apple has since made an effort to make it easier for Apple TV users to find apps through the implementation of app categories, Top Charts, and web previews.
Since late 2015, Apple's App Stores have been under the control of Phil Schiller, who took over from Eddy Cue. Schiller now oversees the app ecosystem across iOS devices, Macs, the Apple TV, and the Apple Watch, while Cue focuses on other software and services. Under Schiller's leadership, Apple has improved search algorithms and sped up app review times.