Twitter users will now be able to watch ads, sports highlights, GIFs and news clips in full-screen mode thanks to an in-app update.
The social network's shift toward richer media content was announced on its blog, where it said "unique stories told through immersive videos" would now be given native support.
Previously, users had to leave the app or open videos up in webview to get a full-screen experience.
Facebook already offers such a feature on its Newsfeed and Twitter has expressed its desire to develop more ways for fans to showcase pictures and videos to make the platform more engaging.
Earlier this year, the micro-blogging site released an embedded video widget and rolled out the ability to film, edit and post 30-second clips to directly to the site.