Twitter Debates Whether to Hit Autoplay on Videos, and Here's Why

Brands love it, but would users protest?

Twitter is weighing a difficult decision, one that not only could disrupt the traditional order of things at the social network but also may well be the key to keeping up with Facebook and YouTube: to hit or not to hit autoplay on video.

Twitter is divided over whether to allow videos to simply start playing when users scroll over them. It is a feature already adopted by Facebook, but one that scares Twitter purists who don’t want it to stray farther from its text-based roots, according to industry insiders with knowledge of the company’s video strategy.

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