Reddit is developing a new video and audio experience to capture short-form content trends. The company aims to integrate features that allow users to watch and listen to platform posts, following successful tests of video-in-comments. This shift aims to boost user engagement by mirroring successful formats seen on rival social media platforms.
Reddit is shifting its product strategy toward short-form video and audio content, drawing inspiration from the format popularized by platforms like TikTok. During its second-quarter earnings call, the company confirmed it is working on a new experience that will allow users to watch videos and listen to posts in a podcast-style format. This development comes as the company seeks to capitalize on the organic growth of Reddit-based content already circulating on other social media sites.
Capturing Native Content Trends
CEO Steve Huffman noted that much of Reddit’s viral content is currently being repackaged and consumed elsewhere. On platforms like TikTok, hashtags dedicated to Reddit stories—often featuring automated text-to-speech narrations over background visuals—have gained millions of views. By building internal tools to support this format, Reddit hopes to bring that engagement directly onto its own application. The goal is to provide a seamless "listened-to or spoken" experience that maintains the unique community-driven nature of the site while adopting a modern media delivery style.
Strategic Expansion and User Engagement
The initiative follows a broader trend in the technology sector where major platforms are increasingly adopting vertical, full-screen video feeds to keep users on their apps for longer periods. From social networks like LinkedIn and Facebook to streaming services like Netflix and Disney+, companies are betting that short-form content is the primary driver of digital attention today. For Reddit, this is not their first experiment with the medium. In June, the company introduced video-in-comments, which has already gained traction and currently accounts for more than 10% of all video posts on the platform.
While the company has not provided a specific launch date, management indicated that testing for the new feature is expected to begin later this year. The success of this move will depend on whether Reddit can integrate these features without disrupting the text-heavy, discussion-based environment that serves as its core business advantage. Investors and users should monitor upcoming updates regarding the integration timeline and whether these changes lead to improved time-spent metrics or advertising revenue growth in the following quarters.