Reddit is working on a new “video Reddit” experience that will let users watch videos from the app in a TikTok-esque format and listen to posts in the background, according to announcements the company made during its Q2 earnings call. Just what every Redditor ever wanted: Another TikTok!
CEO Steve Huffman told investors:
“There is an emerging content type elsewhere on the internet of, basically, podcasts where people read Reddit content. 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.”
If this sounds familiar, it’s because Reddit tried something similar in 2023 with split “Read” and “Watch” feeds, a TikTok-style video tab that let users swipe through a never-ending feed of videos. However, users didn’t like it much, and Reddit eventually sunset the toggle and integrated the continuous “Watch” feed mechanics directly into its native video player. It also tried a TikTok-style feed on its iOS app in 2021 after acquiring the short-form video platform Dubsmash in late 2020, but that was eventually phased out as well.
I can only imagine this “video Reddit” experience will lead to more advertising and e-commerce on the platform, as they’ve already been pushing hard into it this year. This upcoming video experience seems like a channel specifically designed to bring shoppable videos and live commerce front-and-center into the platform.
Don’t believe me? Let’s look at Reddit’s recent timeline of commerce-related events:
- April 2025 – The company launched Dynamic Product Ads, its first shoppable ad format.
- February 2026 – Reddit began testing AI shopping carousels that match community recommendations with advertiser catalogs inside search results.
- March 2026 – Reddit added Collection Ads, Community and Deal overlays, and a Shopify integration for certain merchants. A similar WooCommerce integration came later. Reddit also partnered with Pacvue, putting its ad inventory inside the platform enterprise brands use to buy retail media alongside Amazon, Walmart, and Target.
- June 2026 – Reddit made its advertising integration with Shopify available to all merchants. It also launched video in comments, which it says already accounts for more than 10% of video posts.
As annoying as it is to have yet another platform TikTok-ified and become flooded with shopping campaigns, I certainly understand it from Reddit’s perspective. I just don’t like it as a user. Does everything have to be a shopping portal now?
