diff --git a/packages/html-reporter/src/testCaseView.spec.tsx b/packages/html-reporter/src/testCaseView.spec.tsx
index 628cb976fc..64eb73a855 100644
--- a/packages/html-reporter/src/testCaseView.spec.tsx
+++ b/packages/html-reporter/src/testCaseView.spec.tsx
@@ -31,12 +31,14 @@ const result: TestResult = {
     startTime: new Date(100).toUTCString(),
     duration: 10,
     location: { file: 'test.spec.ts', line: 62, column: 0 },
+    count: 1,
     steps: [{
       title: 'Inner step',
       startTime: new Date(200).toUTCString(),
       duration: 10,
       location: { file: 'test.spec.ts', line: 82, column: 0 },
       steps: [],
+      count: 1,
     }],
   }],
   attachments: [],
diff --git a/packages/html-reporter/src/testResultView.css b/packages/html-reporter/src/testResultView.css
index c89e13341e..9f07a89cda 100644
--- a/packages/html-reporter/src/testResultView.css
+++ b/packages/html-reporter/src/testResultView.css
@@ -57,6 +57,24 @@
   line-height: initial;
 }
 
+.test-result-counter {
+  border-radius: 12px;
+  color: var(--color-canvas-default);
+  padding: 2px 8px;
+}
+
+@media(prefers-color-scheme: light) {
+  .test-result-counter {
+    background: var(--color-scale-gray-5);
+  }
+}
+
+@media(prefers-color-scheme: dark) {
+  .test-result-counter {
+    background: var(--color-scale-gray-3);
+  }
+}
+
 @media only screen and (max-width: 600px) {
   .test-result {
     padding: 0 !important;
diff --git a/packages/html-reporter/src/testResultView.tsx b/packages/html-reporter/src/testResultView.tsx
index 64cc27109d..30314ae0b2 100644
--- a/packages/html-reporter/src/testResultView.tsx
+++ b/packages/html-reporter/src/testResultView.tsx
@@ -105,6 +105,7 @@ const StepTreeItem: React.FC<{
     <span style={{ float: 'right' }}>{msToString(step.duration)}</span>
     {statusIcon(step.error || step.duration === -1 ? 'failed' : 'passed')}
     <span>{step.title}</span>
+    {step.count > 1 && <> ✕ <span className='test-result-counter'>{step.count}</span></>}
     {step.location && <span className='test-result-path'>— {step.location.file}:{step.location.line}</span>}
   </span>} loadChildren={step.steps.length + (step.snippet ? 1 : 0) ? () => {
     const children = step.steps.map((s, i) => <StepTreeItem key={i} step={s} depth={depth + 1}></StepTreeItem>);
diff --git a/packages/playwright-test/src/reporters/html.ts b/packages/playwright-test/src/reporters/html.ts
index 47fc3316f8..29b656a47a 100644
--- a/packages/playwright-test/src/reporters/html.ts
+++ b/packages/playwright-test/src/reporters/html.ts
@@ -106,6 +106,7 @@ export type TestStep = {
   snippet?: string;
   error?: string;
   steps: TestStep[];
+  count: number;
 };
 
 type TestEntry = {
@@ -478,7 +479,8 @@ class HtmlBuilder {
       snippet: step.snippet,
       steps: step.steps.map(s => this._createTestStep(s)),
       location: step.location,
-      error: step.error
+      error: step.error,
+      count: step.count
     };
   }
 }
diff --git a/packages/playwright-test/src/reporters/raw.ts b/packages/playwright-test/src/reporters/raw.ts
index d62c51c220..300600fdae 100644
--- a/packages/playwright-test/src/reporters/raw.ts
+++ b/packages/playwright-test/src/reporters/raw.ts
@@ -97,6 +97,7 @@ export type JsonTestStep = {
   steps: JsonTestStep[];
   location?: Location;
   snippet?: string;
+  count: number;
 };
 
 class RawReporter {
@@ -220,7 +221,7 @@ class RawReporter {
       status: result.status,
       error: formatResultFailure(test, result, '', true).tokens.join('').trim(),
       attachments: this._createAttachments(result),
-      steps: result.steps.map(step => this._serializeStep(test, step))
+      steps: dedupeSteps(result.steps.map(step => this._serializeStep(test, step)))
     };
   }
 
@@ -232,7 +233,8 @@ class RawReporter {
       duration: step.duration,
       error: step.error?.message,
       location: this._relativeLocation(step.location),
-      steps: step.steps.map(step => this._serializeStep(test, step)),
+      steps: dedupeSteps(step.steps.map(step => this._serializeStep(test, step))),
+      count: 1
     };
 
     if (step.location)
@@ -292,4 +294,20 @@ class RawReporter {
   }
 }
 
+function dedupeSteps(steps: JsonTestStep[]): JsonTestStep[] {
+  const result: JsonTestStep[] = [];
+  let lastStep: JsonTestStep | undefined;
+  for (const step of steps) {
+    const canDedupe = !step.error && step.duration >= 0 && step.location?.file && !step.steps.length;
+    if (canDedupe && lastStep && step.category === lastStep.category && step.title === lastStep.title && step.location?.file === lastStep.location?.file && step.location?.line === lastStep.location?.line && step.location?.column === lastStep.location?.column) {
+      ++lastStep.count;
+      lastStep.duration += step.duration;
+      continue;
+    }
+    result.push(step);
+    lastStep = canDedupe ? step : undefined;
+  }
+  return result;
+}
+
 export default RawReporter;
diff --git a/tests/playwright-test/reporter-html.spec.ts b/tests/playwright-test/reporter-html.spec.ts
index adbeede312..463d0c4316 100644
--- a/tests/playwright-test/reporter-html.spec.ts
+++ b/tests/playwright-test/reporter-html.spec.ts
@@ -447,3 +447,26 @@ test('should differentiate repeat-each test cases', async ({ runInlineTest, show
   await expect(page.locator('text=Before Hooks')).toBeVisible();
   await expect(page.locator('text=ouch')).toBeHidden();
 });
+
+test('should group similar / loop steps', async ({ runInlineTest, showReport, page }) => {
+  test.info().annotations.push({ type: 'issue', description: 'https://github.com/microsoft/playwright/issues/10098' });
+  const result = await runInlineTest({
+    'a.spec.js': `
+      const { test } = pwt;
+      test('sample', async ({}, testInfo) => {
+        for (let i = 0; i < 10; ++i)
+          expect(1).toBe(1);
+        for (let i = 0; i < 20; ++i)
+          expect(2).toEqual(2);
+      });
+    `
+  }, { 'reporter': 'dot,html' });
+  expect(result.exitCode).toBe(0);
+  await showReport();
+
+  await page.locator('text=sample').first().click();
+  await expect(page.locator('.tree-item-title')).toContainText([
+    /expect\.toBe.*10/,
+    /expect\.toEqual.*20/,
+  ]);
+});