Techniques described herein may allow for the automatic downloading, installing, and/or launching of applications (commonly referred to as “apps”), during the presentation of content. For example, a user device (e.g., a smart phone) may play video content, such as a trailer for a video game app. During the presentation of the trailer, a button, to install the video game app, may be presented. Based on a single click of the button, the video game app may be downloaded and installed. The app may further be launched as soon as it is installed, and/or as soon as the trailer ends. Some techniques described herein may be applicable for the automatic downloading, installing, and/or launching of an application on a wearable device while another device presents content, or vice versa.