Twitter has introduced autoplay videos into user’s feeds.
The feature, introduced Tuesday, allow users to watch a video posted by a user on the social networking site without clicking first on the video to watch it. The video will play without sound initially, but if the user clicks on the video, the video will play with sound. The feature had been tested for several months, and will have an effect on all videos, including clips from the Twitter owned Vine video service, according to a report from The Wall Street Journal.
Adam Bain, Twitter’s president of revenue and partnerships, in an interview with the Journal, said a thumbnail with a play button was not enticing to users to watch videos on their feeds.
“Consumers preferred this video viewing experience on Twitter more than any other experience,” Bain said.
In a blog post, Baljeet Singh, the social network’s Product Director for Media, TV and Video, said the feature is available through iOS and on the Twitter web site, but not currently for Android devices. Singh added the edition for Android is forthcoming.
The autoplay video feature from Twitter is designed to serve as competition to videos primarily on Facebook and YouTube, as online video has taken off on social media. Facebook introduced autoplay videos in September 2013 and extended it to adverts in December 2013, according to a report from the BBC.
YouTube retains the dominance for online video in the United States, according to the research firm eMarketer, cited by the Journal.