Dive Brief: 

• Twitter is having an internal debate as to whether having videos autoplay will benefit the platform and help it compete with Facebook and YouTube, industry sources told AdWeek. 
• The platform has been building its video capabilities, including the acquisition of real-time clip-sharing service SnappyTV earlier this year. 
• While Facebook has seen major success with autoplay — hitting 1 billion daily video views — Twitter is worried the move may alienated its users. 

Dive Insight: 

The autoplay functionality looks like the logical next step for a social network looking to boost profitability and user figures that now lag behind Facebook-owned Instagram. The decision to run autoplay videos is a tough one. Facebook likely had many of the same concerns about alienating users, but it's performing well. So well, in fact, that one insider told AdWeek the completion rate for autoplay videos is "mind-boggling," which suggests autoplay as a trend is here to stay. Brands' mouths are watering at the prospect of Twitter introducing autoplay, according to the insider source.