Autoplay is a feature that is used in various digital media platforms such as websites, apps and social networks to automatically play media content as soon as a user accesses a certain page or interface. Videos, animations or music files are often started without manual interaction from the user. While autoplay can be seen as a convenient tool for the user experience, as it simplifies the process of content selection and playback, it is also a powerful marketing tool.

By automatically playing content, brands and advertisers can attract users' attention more effectively and convey their messages without additional user interaction. This increases the likelihood of the message being seen or heard and can lead to higher engagement rates. However, the feature can also be perceived as disruptive or intrusive, especially if it is activated unexpectedly or the content is not relevant to the user. It is therefore crucial that marketers carefully consider the use of autoplay, taking into account both the user experience and their own marketing objectives.

In some cases, regulators and browser developers have implemented policies and settings to give control of autoplay back to users. This shows that while autoplay can be an effective marketing tool, it also requires ethical and user-centred considerations.