"This will allow autoplay to occur when users want media to play, and respect users' wishes when they don't", Google's Software Engineer Mounir Lamouri said in a blog post. Starting in Chrome 64, which is now earmarked for a January 2018 release, auto-play will only be allowed when the video in question is muted, or when a "user has indicated an interest in the media".
Google isn't killing all autoplaying video, just those that it or the user deems unwanted. It will also offer more control to users and unify web behavior across various platforms.
In Chrome 63, which will roll out sometime in October, users will finally have the option to disable autoplay videos on individual sites, and the browser will remember their decision across sessions. But in Chrome 64, which is set to be released in January next year, videos will only autoplay with sound when given permission to do so. One such feature is autoplay videos - videos that play autonomously, sometimes with sound enabled, regardless of whether you interact with them or not.
According to a Google implementation plan, starting with version 64, Chrome will mute all websites that play ads with sound.
Google says this is one of the most frequent concerns from users: unexpected playback.
The change won't make the web totally silent-videos will be allowed to automatically play as long as they are muted, and Google will allow users to indicate their interest in certain content to allow that media to play by default.
He said: "Users watch and listen to a lot of media, and autoplay can make it faster and easier to consume on the web". Google previously hinted that they were testing muting features last month. The site muting option will persist between browsing sessions, Google says.
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Autoplay blocking, on the other hand, will come in January and won't be as straightforward as it seems. That component will pick the promotions to square in view of rules from the business gathering, Coalition for Better Ads.