You’ve almost certainly experienced this: Loading a site, only to hear unwanted music blaring a few seconds later, and no clear way to turn it off, or down. But more and more frequently, autoplaying videos are appearing on websites with the sound automatically turned on. On one hand, this makes it easier to jump right into a video, and the videos often play without sound until the user opts in (the best example of this is Facebook). Sometimes this means embedding your own video in another article, and automatically playing the pre-roll ad when the page is loaded. Sometimes this means putting the video ad next to an article, or within it as an interstitial - like a banner ad, but one that plays a video. Sometimes this means creating your own video, in front of which pre-roll ads are played (hence the many sites “pivoting to video”). These changes will also unify desktop and mobile web behavior, making web media development more predictable across platforms and browsers.Īs websites have increasingly turned to video advertisements instead of more traditional banner ads - as you might guess, you can charge more for video ads - they’ve also been seeking ways to ensure those videos get seen. This will allow autoplay to occur when users want media to play, and respect users’ wishes when they don’t. As the company announced yesterday:Īutoplay will be allowed when either the media won’t play sound, or the user has indicated an interest in the media. In January, Google will release version 64 of Chrome, and it will effect how the browser handles autoplaying video, of which there is, let’s say, a surplus these days.
It’s a great, convenient feature that every consumer wants … and that also poses serious questions about the company’s role influencing the web. This winter, Google is rolling out a change to its browser, Chrome, that will make surfing the web a bit less bothersome: It won’t let videos automatically play with sound.
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