Reddit has reported a 31% year-on-year (YoY) rise in international daily active unique users (DAUqs), reaching 64.4 million in the third quarter of the financial year 2025 (Q3FY25) ending September 2025. The company attributes it to improved performance in India, Brazil and France.
“We’re seeing strength across a number of regions and our focus countries, in particular, France, Brazil, and India. And these are some of the first countries where we launched our international playbook, which includes machine translation, which is a good driver of top-of-funnel growth, a local content framework, which is based on interests and passions, marketing efforts to drive awareness, and then finally, local partnerships with brands and notable people,” Reddit Chief Executive Officer (CEO) Steve Huffman pointed out.
Reddit’s search engine aspirations:
“We’re redesigning Reddit with a more search-forward interface and streamlining onboarding, so it’s easier for new users to find what they’re looking for with a dynamic personalised home feed,” Huffman mentioned during the company’s Q3FY25 earnings call.
He also pointed out that users rely on Search when they first visit Reddit and as such, the company considers search improvements a part of its general onboarding and retention strategy. For context, over 75 million people searched on Reddit in Q3.
Elsewhere, in April this year, the company launched Reddit Answers, providing users with insights based on its communities. “We’re currently handling about 20% [quarter-on-quarter/QoQ] of our search volume in Answers or in that kind of core search box, and that full integration is coming in the coming quarters,” Huffman explained.
The company says that it is expanding on Reddit Answers in non-English languages with the goal of making the search experience distinctive.
Content strategy in the wake of AI-generated video content:
An investment firm representative argued that other types of AI content are rising today and users are consuming a lot of video content, asking what Reddit’s strategy is in this environment and if the company continues to focus on text-based content.
“So our very high-level positioning for Reddit in the AI era is that Reddit is for humans by humans. And so yes, there’s plenty of AI content on the internet. But we want Reddit to be a place where humans talk to other humans or people talk to people about the stuff that they’re interested in,” Huffman explained.
On whether the company will focus on text-based content, he explained that users can post a link, text, image, video, meme, or gif on the site, adding that the company does not have strong feelings about the content format.
“We’re seeing all sorts of new posts on Reddit. Users have rebuilt polls. We’ve got lots of games. There’s stock charts, all sorts of things. But really, all of these things serve as prompts for conversation. Video on Reddit…
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