Reddit logo on the website.
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Reddit A company executive told CNBC that the company is stepping up efforts to attract more users outside the United States and is focusing on countries such as India and Brazil for new advertising opportunities.
Reddit Chief Operating Officer Jen Wong said in a wide-ranging interview that while other platforms have 80% to 90% of their users outside the United States, about half of her company’s current users are international.
“So that suggests that a lot of our future user growth opportunities are definitely outside of the U.S. and local languages,” Wong told CNBC. “The opportunity, in my opinion, is that every language is another Reddit opportunity.”
Reddit has historically been an English-language platform, but the company is looking to expand its international reach with the help of artificial intelligence translations. This year, Reddit launched a feature that automatically translates its site into different languages.
Wong said some 20 to 30 languages may be available by the end of the year.
india opportunities
The company’s fastest growing user markets include the UK, Philippines, India and Brazil.
“India is growing very rapidly,” Huang said. “We see huge opportunity in India.”
India has a large English-speaking online population and many active users around topics such as cricket and the Bollywood film industry, Reddit’s chief operating officer said.
Wong also said Reddit has been meeting with “mods,” or moderators, who oversee community content on the site.
advertising opportunities
Growth in markets like India could push Reddit to increase advertising revenue, its main source of revenue.
Although about 50% of users are located outside the United States, international markets now account for a little more than 17% of Reddit’s revenue, according to the company’s third-quarter results
Wong said Reddit first attempts to target international markets with cross-border advertising, such as when a European brand seeks to advertise in the U.S. Then, when Reddit reaches about 10% of a country’s online population, there is an opportunity to build teams focused on local Advertising – such as Indian brands advertising to Indian users.
That hasn’t happened yet in many markets, but Reddit is keeping a close eye on many of the fastest-growing countries, Wong said.
New search tools
Reddit users will know that it’s not always the easiest site to find what you’re looking for, and the company is now hoping to change that with new search tools.
During Reddit’s third-quarter earnings call last month, CEO Steve Huffman called search on the platform a “key investment” in 2025.
Wong added that the company is considering its search feature as a way to help users navigate the site to find similar topics or posts they might have missed.
“You arrive at a post, but it’s almost like a dead end. But there are a lot of posts, usually like that post, or there are other posts similar to that post in other communities. So to give you a full picture of what that post is about, it looks like this It’s a very interesting opportunity,” Huang said.
“As you follow this line of thinking, we’ll guide you through Reddit to look at the opportunity.”
Huang declined to reveal more information, saying only: “We are testing a lot of things.”
