Observed Signal · Jul 31, 2026 · Technical Release · Source: techcrunch · Impact: 2/5 · Sentiment: Positive
Reddit tests video and background audio for posts
Reddit and Meta are both enhancing video-centric experiences in their platforms. Reddit announced on its Q2 earnings call that it is developing a "video Reddit" feature, allowing users to watch videos and listen to posts in the background, with testing expected later this year. CEO Steve Huffman noted this mirrors TikTok-style content. Meanwhile, Meta is testing a Reels-first Facebook experience in India, directing users into full-screen video, with an opt-out option to a feed-first layout. This test, outlined by Facebook's Tom Alison in July, is part of Meta's broader push to make video central, reflecting high engagement among Indian users. Both initiatives align with the industry trend toward short-form video and immersive experiences.
Adds short-form video and background audio features that could create new attention inventory and monetization opportunities, aligning Reddit with an industry-wide shift toward TikTok-like formats, but it's an incremental product test rather than an industry-shifting policy or major platform change.
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Key Takeaways & Evidence Grounding
- Reddit is developing a "video Reddit" feature for video viewing and background listening, with testing later this year.
- Meta is testing a Reels-first Facebook experience in India, with an opt-out to feed-first.
- Reddit's "video in comments" feature, launched in June, now accounts for over 10% of video posts.
- India is Facebook's largest market, and Meta reports high video/Reels usage among Indian users.
- Both moves reflect a broader trend of integrating TikTok-like short-video feeds across platforms.
Connected Companies & Entities
11 Entities mapped“Reddit is taking a cue from TikTok to bring viral stories to life through video....”
“Meta has started testing a new Facebook UX in India......”
“He’s right — on TikTok, for instance, there are 19.6 million posts labeled with the hashtag #reddit and another 9.9 million labeled #reddits...”
“Streaming apps like Netflix, Disney+, Peacock, and HBO Max have also added TikTok-like short video feeds in recent months....”
“Streaming apps like Netflix, Disney+, Peacock, and HBO Max have also added TikTok-like short video feeds in recent months....”
“Streaming apps like Netflix, Disney+, Peacock, and HBO Max have also added TikTok-like short video feeds in recent months....”
“Streaming apps like Netflix, Disney+, Peacock, and HBO Max have also added TikTok-like short video feeds in recent months....”
“Amazon offers a short video feed for shopping inspiration....”
“There’s even a short video feed on LinkedIn, of all places....”
“Sarah has worked as a reporter for TechCrunch since August 2011....”
“Streaming apps like Netflix, Disney+, Peacock, and HBO Max have also added TikTok-like short video feeds in recent months....”
Ontology Mapping & Concepts
Related Market Signals & Shifts
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Reddit tests narrated audio and TikTok-style video
Reddit is testing an AI-driven audio-and-video format that converts text posts into narrated short videos and background-playable audio, letting users listen to or watch condensed conversation summaries. The experiment, confirmed by Reddit and discussed by CEO Steve Huffman on the Q2 2026 earnings call, is limited in scope — rolled out to select communities and some users, focused on English-language posts, and available via Reddit’s apps and website — and will retain links to original posts rather than replace them. Reddit says the tests aim to learn which formats boost engagement and time spent and could create new opportunities and challenges for advertisers. The company also recently added video comments and reported strong Q2 2026 ad-revenue growth.
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