Twitter is testing autoplay videos in user timelines, meaning you may no longer need to click a play button in order to see what people are sharing. The autoplay feature is just a test for a small percentage of Twitter’s user base, according to a company spokesperson. It does, however, apply to all videos on Twitter — including ads — with the exception of Vine videos. Facebook started autoplaying videos in its News Feed almost 18 months ago, and has seen video uploads and consumption skyrocket on the platform ever since. One benefit to a video-happy user base is it’s likely more receptive to video ads, and video ads are a lot pricier than display advertising. AdAge first reported the test.
This article originally appeared on Recode.net.