Reddit targets international users for ad growth, teases bolstered search feature

Reddit is ramping up efforts to pull much users extracurricular of the U.S., putting countries similar India and Brazil successful absorption arsenic it looks to unlock caller advertizing opportunities, a apical institution enforcement told CNBC.

In a wide-ranging interview, Jen Wong, main operating serviceman of Reddit, said different platforms person 80% to 90% of users extracurricular of the U.S. portion astir fractional of her company's existent users are based internationally.

"So that points to a batch of our aboriginal idiosyncratic maturation accidental decidedly extracurricular of the U.S. and section language," Wong told CNBC. "The opportunity, the mode I deliberation astir it, is each connection is an accidental for different Reddit."

Reddit has historically been an English-language platform, but the institution is looking to grow its planetary scope with the assistance of artificial quality translations. This year, Reddit launched a diagnostic that automatically translates its tract into antithetic languages.

Wong said that astir 20 to 30 languages could beryllium disposable by the extremity of the year.

Among the company's fastest-growing markets successful presumption of users is the U.K., the Philippines, India and Brazil.

"India's increasing truly rapidly," Wong said. "We spot a large accidental successful India."

The Reddit COO said that India has a ample English-speaking net population, and determination are tons of engaged users astir topics similar cricket and the Bollywood movie industry.

Growth successful markets similar India tin propel Reddit to boost advertisement revenue, its main root of income.

International markets relationship for conscionable implicit 17% of Reddit's gross currently, according to the company's third-quarter results, contempt astir 50% of its users being located extracurricular the U.S.

Wong said that Reddit archetypal attempts cross-border advertizing for planetary markets, specified arsenic erstwhile a European marque is looking to advertise successful the U.S. Then, erstwhile Reddit hits astir 10% of a country's net colonisation successful a country, determination is an accidental to physique teams focused connected section advertizing — similar an Indian marque advertizing to Indian users.

This has not yet happened successful galore markets, but Reddit is keeping an oculus connected galore of its fastest increasing countries, Wong said.

Reddit users volition cognize that it's not ever the easiest tract to find what you're looking for — a drawback that the institution is present looking to alteration with caller hunt tools.

During Reddit's third-quarter net telephone past month, CEO Steve Huffman called hunt connected the level a "focused investment" successful 2025.

Wong expanded that the institution is reasoning of its hunt diagnostic arsenic a mode of helping users to navigate astir the tract to find akin topics oregon posts that they whitethorn person different missed.

"You onshore connected a station and but it's astir similar a dormant end. But determination are a batch of posts, often similar that post, oregon determination are different posts similar that station successful different communities. And truthful giving you a full presumption of what that looks similar is simply a truly absorbing opportunity," Wong said.

"Guiding you done Reddit arsenic you travel that enactment of thinking, is however we deliberation of the opportunity."

Wong declined to accidental much except, "We're investigating a batch of things."