Twitter introduced a new platform for in-line video playback online and on its mobile apps on Wednesday.
Users of the micro-blogging website will be able to host videos while other users can watch them on their Android and iOS smartphones without having to leave the Twitter app, according to the Times of India.
"Video will begin to feel like a native experience," said Kevin Weil, vice-president of product for revenue at Twitter. "We're making it easier for people to do what they want to do."
The new feature was first tested by the National Basketball Association (NBA), PC Magazine reported. The NBA shared highlights from this week's Kicks/Pacers and Lakers/Spurs games in several short-videos, which lasted from about six to nine seconds. While some of the NBA videos reached over 12 seconds, it has yet to be determined how long each clip can be.
"Twitter users may start to see a new video experience on Twitter," a company spokeswoman said. "Video previews appear right in your home timeline and you can watch the video with a single tap. We're starting this test with our Twitter Amplify partners, including the NBA, and all users can see the new experience on our mobile apps and twitter.com."
Twitter currently displays video links with tweets as well as a thumbnail image of the video in card view when the user clicks on a tweet, the Times of India reported. Unfortunately, the video opens in the web browser or another app and doesn't allow Vine videos that play on Twitter. Videos hosted by Twitter will feature thumbnails that appear in the timeline and video apps that play within the original Twitter apps.
Users also have to click to open the tweet, then click to open the video, and click again to play the video. With the new platform, users only have to click once for immediate playback, according to PC Magazine.
Content partners who can playback videos will be able to display video ads and manage them more efficiently, the Times of India reported. Playback of videos will also result in Twitter users being on the company apps more often. However, it has yet to be determined if Twitter is looking to provide the same service for other video-hosting websites, such as Vimeo and YouTube.
