According to a top corporate executive who spoke to CNBC, Reddit is stepping up its attempts to draw in more users from countries other than the United States, focusing on Brazil and India in an attempt to open up new advertising options.
Jen Wong, Reddit’s chief operational officer, stated in a lengthy interview that while roughly half of her company’s current users are headquartered abroad, other platforms have between 80% and 90% of their users outside of the United States.
Wong told CNBC, “That indicates a lot of our future user growth opportunity outside of the U.S. and local language.” According to my perspective, every language presents a chance for another Reddit user.
Reddit has always been an English-language website, but with the aid of AI translations, the firm hopes to reach a wider audience worldwide. Reddit introduced a feature last year that allows its website to be automatically translated into several languages.
About 20 to 30 languages might be accessible by the end of the year, according to Wong.
India opportunity
Brazil, India, the Philippines, and the United Kingdom are some of the markets with the fastest user growth for the organization.
According to Wong, India is expanding really quickly. India presents us with a significant opportunity.
India has a sizable English-speaking internet user base, according to the COO of Reddit, and there are many active users discussing subjects like cricket and Bollywood filmmaking.
Wong added that Reddit has been holding meetings with moderators, who are in charge of the material on the site’s communities.
Advertising opportunity
Reddit’s primary source of income, ad revenue, could increase as a result of growth in markets like India.
Even though around half of Reddit’s users are based outside of the United States, the company’s third-quarter figures show that just over 17% of its revenue now comes from international markets.
According to Wong, when a European brand wants to promote in the United States, Reddit initially tries cross-border advertising for foreign markets. When Reddit reaches roughly 10% of a nation’s internet users, there is a chance to create teams dedicated to local advertising, such as an Indian company targeting Indian users.
Reddit is monitoring many of its fastest-growing nations, although this hasn’t happened in many areas yet, according to Wong.
New search tools
Reddit users are aware that finding what you’re looking for isn’t always easy on the site, which is a problem the company is currently trying to address with new search capabilities.
Reddit CEO Steve Huffman referred to the platform’s search function as a targeted investment in 2025 during the company’s third-quarter earnings call last month.
Wong went on to say that the business is considering using its search function to assist users in navigating the website and locating related posts or subjects that they might have otherwise overlooked.
It’s nearly a dead end when you arrive at a post. However, there are numerous postings that are similar to that one, or there are posts similar to that one in other communities. “It’s a really interesting opportunity to give you a full view of what that looks like,” Wong added.
We view the opportunity as guiding you through Reddit as you pursue that line of thought.
Wong refused to elaborate beyond the statement, “We’re testing a lot of things.”
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