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# Reddit Expands to Video Comments for All Users
- URL: https://adjacent.media/signals/reddit-expands-to-video-comments-for-all-users/
- Published: 2026-06-12T16:10:18.000Z
- Updated: 2026-06-12T16:10:18.000Z
- Description: Reddit is betting on video as its primary engagement unit, following TikTok and YouTube Shorts. The shift moves the platform away from text-based discussion—its historical strength—toward algorithmic scroll-and-watch patterns.
- Author: Jonathan Greene
- Tags: #signal, theme-consumer, platform dynamics, attention economy, creator economy mechanics

Source: [The Next Web](https://thenextweb.com/news/reddit-video-comments-launch?ref=adjacent.media)

Reddit is betting on video as its primary engagement unit, following TikTok and YouTube Shorts. The shift moves the platform away from text-based discussion—its historical strength—toward algorithmic scroll-and-watch patterns. The company is signaling confidence that video monetization and ad targeting exceed the value of its text-forum identity. For advertisers, this means reaching users in passive consumption mode rather than deliberate, topic-focused moods.