9to5google reports that the new affiliate programme from Google is still in early stages of development and may be "called off or change significantly between now and its time of launch." The report adds that the programme is powered by the same company that began supporting Apple's affiliate programme in 2013, the Performance Horizon Group. Apart from Movies and Music, the affiliate programme is likely to expand to include apps and even hardware (especially to include devices sold via Google Store), added sources.
When 9to5google reached out to Performance Horizon Group to enquire about Google's affiliate programme existence for Play Store, the company replied thanking the team for reaching out about the 'Google Play affiliate program', and forwarded the inquiry to the 'Google Play affiliate team' with a specific firstname.lastname@example.org email address - hinting Google might be working on something related. To recall, Google announced Affiliate Network shutdown back in 2013, at the same time the Android Market was rebranded to Google Play.
We will have to still wait for Google's confirmation on the affiliate programme for Google Play. Earlier this month, Apple CEO Tim Cook revealed that the App Store achieved record-setting revenue numbers in July.