Reddit is experimenting with transforming its most viral text posts into audio and video formats, allowing users to consume community stories on the go.
- Reddit is testing video and audio versions of viral posts in select communities.
- Users can now choose between 'Reading' or 'Playing' a post.
- The feature is currently limited to English posts on iOS and Android apps.
In a strategic move to evolve its user experience, Reddit has begun testing a new "video Reddit" experience. This initiative aims to bring the platform's most viral stories to life, enabling users to listen to community-driven narratives in the background while multitasking—a direct response to shifting digital consumption habits.
The concept was first teased by CEO Steve Huffman during the company's second-quarter earnings call in July. Huffman noted that Reddit content is already a massive hit on other platforms, specifically TikTok and Meta’s Reels. On these apps, creators often use text-to-speech tools to narrate Reddit threads, often overlaying the audio with unrelated footage like Minecraft gameplay or ASMR cooking videos.
Why This Matters
BozokMedia analysis shows that Reddit is executing a strategic "reclamation" of its content. For years, the platform's high-quality community discussions have been harvested by third-party creators to build massive followings on short-form video platforms. By internalizing this format, Reddit is attempting to keep users within its own ecosystem and capture the high-value ad revenue associated with video consumption.
"By bridging the gap between a forum and a media hub, Reddit is adapting to the 'lean-back' consumption style of Gen Z."
According to Reddit, these initial tests are limited experiments designed to gauge user resonance and ensure the format feels authentic to the site's unique culture. Importantly, the company emphasized that these formats will not replace the original text-only posts. Both the original thread and the comment sections will remain fully accessible, providing a hybrid experience for the user.
This is not Reddit's first foray into video. The platform has previously rolled out native video hosting and experimented with various TikTok-like feeds. More recently, the introduction of video in comments has seen significant traction, now accounting for over 10% of all video posts on the site.
| Feature | Traditional Reddit | New Video/Audio Reddit |
|---|---|---|
| Content Format | Primarily Text-based | Multi-modal (Text + Audio + Video) |
| Consumption Style | Active Reading | Passive Listening/Watching |
| Ideal Use Case | Focused Browsing | Multitasking (Walking, Gym, Errands) |
Frequently Asked Questions
1. Will text posts be removed in favor of video?
No, the audio and video options are additions; the original text and comments will remain available.
2. Which platforms support this new feature?
The test is currently limited to the iOS and Android apps for select English-language posts.
