Reddit is exploring a new feature that enables users to watch and listen to its viral posts, taking inspiration from platforms like TikTok. This development was discussed during the company’s recent second-quarter earnings call.
CEO Steve Huffman highlighted the growing trend of users consuming Reddit content in audio-visual formats on other platforms. For instance, TikTok hosts millions of posts under hashtags like #reddit and #redditstories, where users pair text-to-speech narrations of Reddit stories with unrelated videos, such as gameplay or cooking footage.
Huffman noted the emergence of content resembling podcasts, where Reddit posts are read aloud, suggesting that this format could offer an engaging experience for users. He indicated that Reddit plans to test this feature later this year, though specific details on its integration into the main app remain undisclosed.
This initiative aligns with a broader industry trend of incorporating TikTok-like video feeds into various apps. Recently, Facebook announced plans to test a full-screen video experience for a subset of users. Streaming services like Netflix, Disney+, Peacock, and HBO Max have also introduced short video feeds, while Amazon offers a similar feature for shopping inspiration. Even LinkedIn has experimented with short video content.
In addition to this upcoming feature, Reddit has seen early success with its video comments functionality, launched in June. The company reported that video comments now account for over 10% of its video posts, indicating a positive reception from the community.
By integrating audio-visual elements directly into its platform, Reddit aims to enhance user engagement and adapt to evolving content consumption habits. This move could position Reddit as a more versatile platform, catering to users who prefer multimedia experiences alongside traditional text-based discussions.
