Reddit is developing a new video experience that enables users to watch or listen to its viral posts, inspired by the popular TikTok trend of combining Reddit stories with unrelated video content. CEO Steve Huffman shared on the company’s recent Q2 earnings call that this feature, which allows background listening akin to podcasts, is already in the works and could launch for testing later this year. This approach taps into a growing format where Reddit narratives are paired with video footage like gameplay or cooking clips, offering a fresh way to engage with content beyond traditional reading.

This move reflects wider industry trends as major platforms experiment with TikTok-style full-screen video feeds to boost engagement. Facebook, for example, announced plans to test a video-first experience for select users. Streaming services such as Netflix, Disney+, Peacock, and HBO Max have also introduced short-form vertical video feeds recently. Even Amazon and LinkedIn have adopted TikTok-like video content to varying degrees, illustrating the broad influence of TikTok's user engagement model across diverse digital platforms.

Reddit’s video initiative also builds on the early success of its video in comments feature, launched in June, which already comprises over 10% of Reddit’s video posts. The new format could further integrate video and audio content into Reddit’s app, though details on the implementation remain limited. Huffman cited the growing popularity of "spoken Reddit" content on other platforms as a key factor driving this innovation, recognizing the potential to attract users who prefer listening or watching rather than reading.

This development positions Reddit to compete more directly in the short video and audio content space, broadening its appeal and capitalizing on viral storytelling formats. The potential for users to engage with Reddit’s rich repository of stories in new multimedia forms aligns Reddit with the current wave across tech and entertainment services aiming to diversify content consumption methods. The company’s testing later this year will shed more light on how this new "video Reddit" experience shapes user interaction on the platform.