Online social networking Twitter has started testing autoplay videos in their feed in iPhone, iPad Apps.
Twitter has started this as part of a two-pronged test that the company is conducting to see whether people are more likely to watch a video when it starts playing automatically as it does on Facebook, as opposed to the current model requiring a click to play, as it does in YouTube.
According to Ad Age.com web site,in one prong of the experiment, people will see entire videos automatically play in a loop, while in the other, users will see looping 6-second autoplay previews teasing a video. Both formats will play the videos on mute. If people click on either video format, the video will expand to full-screen and play with sound.
Twitter's auto play is their latest move to take on YouTube, which has dominated the digital video space for years, as well as Facebook.
Facebook has introduced auto play video in September 2013.