Reddit is ramping up efforts to attract users outside the US
- Reddit has a special focus on India, Brazil, etc.
- Audience growth is needed to grow the advertising business
- Now 50% of its audience is outside the US
- For a number of other platforms, the figure is 80-90%
- Historically, Reddit has always been an English-language platform
- It recently launched an automatic translation feature.
- By the end of the year, the feature will support 20-30 languages
- The fastest growing markets are the UK, Philippines, India and Brazil
- These markets can help it increase its ad revenue
- International markets account for 17% of Reddit's revenue so far
- Reddit is willing to build ad teams within countries
- It creates them when it reaches 10% of internet users there
- Reddit also wants to improve search on its platform
- Search will become a “focused investment” beyond 2025