What is Reddit’s New ‘Play’ Mode?
Reddit has begun a limited test of a new feature called “Play” mode, which transforms text posts and their comment threads into short, AI-narrated videos. For eligible posts, users will see a toggle to switch between the classic “Read” view and the new “Play” option.
When activated, the feature presents a portrait-style video where AI-generated voices read the original post and a selection of comments aloud. As the AI speaks, the corresponding words are highlighted on the screen, much like karaoke. Each of these videos is clearly marked with a label stating, “Real conversation voiced by AI,” ensuring users know they’re listening to a generated voiceover. This experiment started rolling out on the web on August 17, 2026, with iOS and Android access following a day later. The original text threads remain completely unchanged and accessible.
How It Works and Who Can See It
The test is currently a small-scale experiment. It is limited to select English-language posts within a handful of communities, though Reddit has not specified which ones or how many posts are included. A spokesperson, Rosa Kim, described it as an "early, limited experiment to understand whether people find these formats useful and how we can deliver them in a way that feels authentic to Reddit." The platform has shared an example of an eight-year-old thread from the r/boardgames subreddit, where a query about road trip games was turned into a three-minute video voicing the original question and several top-voted answers. This shows how even old, popular content can be repurposed into this new format. While the idea is to make content more accessible, there are limitations. The AI can sometimes mispronounce usernames or community-specific jargon, and Reddit itself curates which comments are included in the video, which may not always reflect the most popular or nuanced replies.
The Strategy: Reclaiming Its Own Content
This move is a direct response to a popular trend on other platforms. For years, third-party creators on TikTok and YouTube have been scraping Reddit content, using AI voices to narrate interesting threads, and pairing the audio with unrelated video game footage. These “Reddit story” channels attract millions of views and generate significant ad revenue—none of which has historically gone to Reddit. During a recent earnings call, CEO Steve Huffman acknowledged this trend, stating, “There's an emerging content type elsewhere on the internet of, basically, podcasts where people read Reddit content.” He added that this “spoken Reddit can be really engaging.” By creating its own in-house version, Reddit is attempting to capture the audience and revenue that has been flourishing elsewhere using its user-generated content.
A Broader Push into Video
The 'Play' mode test isn't happening in a vacuum. It’s part of a wider strategy by Reddit to embrace video more fully. The company recently introduced video comments in June, which it says now account for over 10 percent of all video posts on the platform. This push is aimed at increasing user engagement and transforming more of its weekly users into daily active users. The company has also framed the 'Play' feature around accessibility, suggesting that users might want to listen to Reddit threads while exercising, commuting, or doing chores. It offers a way to consume content without being glued to a screen, turning text-heavy discussions into a more passive listening experience. This aligns with the modern user’s multitasking habits and the rising popularity of short-form video and audio content across all social media.
