Twitter's livestreaming service Periscope will now broadcast videos direct on Twitter.
The move means Twitter users won't have to open a separate app or browser to watch live clips and replays on mobile and desktop.
"This adds a whole new dimension to Twitter," said Periscope in a blog announcement.
Users will be able to tap on videos to view them in full screen mode, revealing Periscope comments and hearts (the platform's popularity measure) from other viewers, without the need for the Periscope app or a user account.
As well as bringing a richer experience to the Twitter timeline the move is likely to appeal to brands and publishers, with Periscope saying the change will allow its broadcasters to reach a "massive" social audience.
The new function is being rolled out on Twitter's iOS app, with Android set to follow.
The app, which claims to have hosted 100m broadcasts since its launch in 2014, hit the headlines last week after a marketing agency in Newcastle livestreamed a perilous puddle. #DrummondPuddleWatch attracted 548,000 viewers and clocked up 50,000 tweets.