Google tests autoplay video in search results (GOOGL)

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Google is testing placements of autoplay video directly into search results, according to The Guardian. The videos are placed on the right side of search results in the knowledge panel, when users search for certain movie or TV information.

For example, after searching for The Lego Ninjago Movie, Google prompts users with an auto-playing video related to the movie. The auto-playing videos only play once, are muted by default, and currently contain no ads. 

Eventually, Google could choose to monetize the autoplay videos, but in the meantime, here are the implications for the search giant:  

• It could hurt user experience. Users are prompted with autoplay videos even when they aren’t specifically seeking out a video in their search. Additionally, users are shown these videos when they are not in the video search section of Google. Being prompted with auto-play videos in this manner could frustrate users who are only expecting text and picture results. 
• At the same time, it could boost engagement. The addition of autoplay videos can help the search engine keep users engaged. Google recently rolled out a newly designed news feed infused with machine learning for its mobile app, in effort to retain users that might otherwise go to Facebook. This isn’t the company’s only recent effort in enhancing the user experience — it recently redesigned its desktop news search results section to make it easier to use and navigate.
• Google can monetize these videos by striking partnerships. In the future, Google could look to strike partnership deals with film studios and TV production companies, as these companies could pay to have certain trailers autoplayed in search results. On the other hand, Google may choose to integrate only YouTube videos into search results to help keep users locked into their broader ecosystem.

Google could hedge user backlash by taking note of Facebook’s effort in implementing auto-play videos. In February Facebook announced its intention to more widely autoplay videos with the sound on. However, some users were unhappy and bothered by this update. In deciding its strategy to more widely roll out autoplay video within search results, Google could take this into account and leave videos muted, especially as it’s planned Chrome browser ad filtering tool will block autoplay videos that have the sound on. 

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