Reddit tests narrated video and audio posts

Reddit is finally taking on the narrated-story trend that has flooded TikTok and Instagram Reels. On Monday, the company will begin testing an initial version of its “video Reddit” experience, letting users listen to or watch select posts in a format that mimics the popular narrated videos that have become ubiquitous on other platforms.

The test will roll out across select communities, focusing on English-language posts, and will be available in Reddit’s iOS and Android apps. Users will see a choice to “read” or “play” a post when the feature is available, according to the company.

From earnings call to product test

Reddit first signaled its interest in this format during its second-quarter earnings call in July. CEO Steve Huffman told analysts that people were already consuming Reddit content in this style elsewhere — pointing directly to TikTok and Meta’s Reels, which regularly feature popular Reddit stories narrated by text-to-speech voices or read aloud by creators.

“There is an emerging content type elsewhere on the internet of, basically, podcasts where people read Reddit content,” Huffman explained on the call. “I think this version of, like, listened-to or spoken Reddit can be really engaging, as well,” he added.

How the test works

Reddit tells TechCrunch that the initial tests are early, limited experiments meant to help the company understand how these formats can be useful to users, and whether they can be done in a way that feels authentic to Reddit.

The feature will not replace the original text-only post. Both the original post and the comments can still be viewed and engaged with as before. Instead, Reddit suggests that people may sometimes want to listen to Reddit audio while exercising, walking, or running errands, while others might prefer to watch written conversations come to life through video and audio combined.

Not Reddit’s first video rodeo

This isn’t Reddit’s first foray into video. The company in earlier years rolled out native video hosting and tried various iterations of a TikTok-style video feed. More recently, Reddit launched support for video in comments, which it says now accounts for more than 10% of video posts on its platform.

The new test builds on that foundation, but with a focus on the audio-driven, narrated format that has proven so popular elsewhere.

Why it could matter

For Reddit, the move is about keeping users on its own platform instead of watching them consume Reddit content on TikTok or Reels. If the test succeeds, it could open new ways for users to engage with the platform — and for Reddit to grow its audience and ad business through video and audio content.