Reddit eyes India, Brazil, and others in bold global growth strategy
From AI translations to localized ad strategies, Reddit wants to reshape its platform to capture new audiences and boost international revenue.
Reddit, the American social news aggregation platform once seen primarily as an English-speaking hub, is shifting gears to become a truly global platform. The company is now targeting fast-growing markets like India, Brazil, the U.K., and the Philippines to increase user engagement and unlock new advertising opportunities, according to CNBC.
While about 50% of Reddit’s current users are outside the U.S., this figure pales in comparison to competitors like Facebook and Quora, where 80% of users are international. Recognizing this disparity, Reddit is now positioning itself to capture untapped potential in these regions.
Central to this global expansion is an AI-powered translation tool that Reddit launched earlier this year. By the end of 2024, this feature is expected to support 20-30 languages, helping non-English-speaking users navigate Reddit’s communities more easily.
In India, where cricket and Bollywood dominate conversations, Reddit has also been working closely with moderators to curate content that resonates with local interests. The platform’s efforts aren’t limited to India; similar initiatives are underway in Brazil and other markets to tailor community content and build localized engagement.
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Additionally, Reddit is investing in enhancing its search tools to improve user navigation. CEO Steve Huffman has described search as a “focused investment” for 2025, with features designed to help users find related posts and communities.
Meanwhile, this international push comes on the heels of Reddit achieving profitability for the first time, with $348.4 million in revenue, fueled by a 68% year-over-year increase.
Despite this growth, international markets account for just 17% of Reddit’s revenue. To close this gap, Reddit plans to implement cross-border advertising—for example, European brands advertising to U.S. audiences—and later introducing localized campaigns once it captures 10% of a country’s internet population. This phased approach, according to COO Jen Wong, is critical to Reddit’s ad growth strategy.
However, its ability to replicate domestic success internationally remains uncertain. With established competitors like Facebook and WhatsApp dominating markets like India, Reddit’s focus on community-driven content and localized tools offers a unique advantage but faces stiff competition.
Whether these efforts will be enough to cement Reddit’s position as a global player remains to be seen. Still, its shift from a U.S.-centric platform to one with international ambitions marks a pivotal moment in its evolution.
