Reddit is doubling down on efforts to bring users outside the United States, particularly in rapidly growing markets such as India and Brazil, according to Jen Wong, the company’s Chief Operating Officer. The strategy is aimed at growing the international user base for Reddit and, subsequently, new advertising opportunities worldwide.
In a recent interview Wong underlined that while many competing platforms have 80-90% of their user base from international markets, the international audience currently comprises about 50% of Reddit’s total users. This gap is a great opportunity for growth for the platform, especially in non-English speaking regions. To facilitate this expansion, Reddit is currently tapping into artificial intelligence that helps translate its website for better support of up to 20-30 languages by the end of this year. Wong emphasized that each new language represents a unique opportunity for Reddit’s growth.
The most promising international markets are the United Kingdom, the Philippines, India, and Brazil. Wong mentioned India as one of the fastest-growing countries, citing the country’s large English-speaking internet population and active communities around cricket and Bollywood. As part of its growth strategy, Reddit has been engaging with moderators—users who manage content within Reddit’s various communities—to better understand regional dynamics and ensure a tailored user experience.
The company sees significant advertising potential in these new markets, especially as Reddit’s international revenue currently accounts for just over 17% of its total income. Despite this relatively small share, Reddit sees a clear path to scaling its advertising efforts. Wong explained that once Reddit captures around 10% of a country’s internet population, the company plans to establish dedicated teams focused on local advertising, such as enabling Indian brands to reach Indian users.
Additionally, Reddit is addressing user feedback regarding the platform’s search functionality. The company has acknowledged that its search feature, while functional, can be difficult to navigate. To improve this, Reddit is testing new tools aimed to make it easier for users to discover similar content and engage with relevant discussions across different communities. Indeed, according to the statements made by CEO Steve Huffman, improving a more robust search function for Reddit is a focused investment planned for 2025 so as to enhance the general experience for users.
In those steps, Reddit plans to better strengthen itself within international markets, advertising revenues, and increased engagement around the world.
