On Tuesday, Reddit announced in a blog post that the site’s native videos are receiving over one billion views per month.
In August of 2017, Reddit had released its new video hosting service. Before then, it was common for Reddit users to fill the site with links from video sharing conglomerates, Vimeo and YouTube. Since its addition last year, Reddit has become a major player in the video sharing industry, now serving 400,000 hours of natively hosted videos on a daily basis. Reddit never stopped users from sharing YouTube or Vimeo linked videos, but its hosting service ensures that more videos will be uploaded directly. Almost 70% of their video traffic comes from their Reddit Smartphone app.
This new function has been especially convenient for Reddit users at: /r/filmmakers, /r/videography, /r/editors. A more direct uploaded option has led to better playback since it won’t be from a linked or embedded YouTube/Vimeo video.
Reddit’s video hosting technology is far different from sites like YouTube since it places more emphasis on the user’s convenience rather than that of the video hosting itself. Reddit’s hosting technology is more comparable to that of Facebook, whose video service is also more user-friendly.
Smaller clips and Gifs tend to be favoured by the site since the regulations on each video’s size are quite limiting.
File Size-1 gigabyte (GB)
Gif Length- 1 minute
Video Length- 15 minutes
Also, users are encouraged to convert their videos to Gifs, which is an especially popular style for many subreddits (/r/Gifs in particular).
This initiative has been part of a larger plan that Reddit has been putting in place for the past few years. Reddit has been attempting to become its own content host in order to increase their pageviews, own their traffic, and monetize their content through advertising.
Their video sharing platform has been one of several initiatives to host their own content, with other examples including the breaking off of their alliance with Imgur in favour of their own image uploads in 2016, or the release of their own native ads in 2017.
Although Reddit’s video platform isn’t anywhere near the level of sites like YouTube, who stream over a billion hours of videos a day, this has been imperative for the company in fostering more and more native content.
“We’ve seen rich content and conversation to-coexist within communities in a way that is authentic to Reddit and thousands of communities”, the company said in a recent post.