Google has confirmed it is testing auto-playing videos within search results.
The video clips, which commence once the page finishes loading are appearing within the knowledge panel on the right of the results page.
If searching for a TV show or movie, for example, a trailer may begin playing (see below).
Currently the videos are playing with the volume off and are only playing once, according to The SEM Post, which first reported the tests.
So far, Google is only testing the feature on desktop, with mobile users still needing to tap to commence playback.
A Google spokesperson said: “We are constantly experimenting with ways to improve the search experience for our users, but have no plans to announce at this time.”
However, a BBC report claims Google may make an announcement about the plans tomorrow.
The tests come amid a backlash against the trend towards auto-playing video. Facebook and Twitter are at the centre of the storm, while the former now has the sound turned on by default.
Apple is currently working on a new version of its Safari browser that shuts down the automatic playback.
“Sometimes you go to read an article and instead of finding something to read you get… video that auto-plays and disrupts your whole reading vibe,” said Apple’s Craig Federighi at WWDC last month.
“Safari detects the sites that shouldn’t be playing video and puts you in control – you can always push play.”