Reddit is pivoting toward a video-centric future, aiming to transform its viral text-based threads into immersive audio and video experiences. During the company’s second-quarter earnings call on Thursday, executives unveiled plans for a “video Reddit” interface designed to let users watch platform-native clips and listen to Reddit posts as background audio.
Capitalizing on the #Reddit Trend
CEO Steve Huffman justified the strategic shift by pointing to the massive popularity of Reddit content on rival platforms. He noted that users are already flocking to competitors to consume Reddit stories in a repackaged format.
The data supports his observation: on TikTok alone, the #reddit hashtag has amassed 19.6 million posts, while #redditstories accounts for another 9.9 million. These viral hits typically feature automated text-to-speech narrations of Reddit threads overlaid on unrelated background visuals, such as gaming clips or cooking videos.
“There is an emerging content type elsewhere on the internet of, basically, podcasts where people read Reddit content,” Huffman explained during the call. “I think this version of, like, listened-to or spoken Reddit can be really engaging, as well. So that would be almost a different format entirely.”
What to Expect from the New Experience
While the specific integration of these features within the main Reddit app remains under wraps, Huffman confirmed that the company intends to roll out a test version of the experience “later this year.”
This move signals Reddit’s participation in the broader “TikTok-ification” of the internet. Major platforms are currently racing to adopt short-form, vertical video feeds to capture user attention.
Last week, Facebook announced plans to test a full-screen video experience that greets users immediately upon opening the app. This trend spans across industries, with streaming giants like Netflix, Disney+, Peacock, and HBO Max—and even professional networks like LinkedIn and shopping platforms like Amazon—experimenting with similar short-video feeds.
Early Momentum in Video Engagement
The company also highlighted the rapid adoption of its latest media feature, video in comments, which launched in June. According to Reddit, this feature has already gained significant traction, accounting for more than 10% of all video posts on the platform.
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