India is emerging as a crucial market for Reddit, with a 59% year-over-year increase in views among Indian users. Reddit CEO Steve Huffman has emphasized this growth as the platform gains popularity in India for discussions spanning everything from Infosys’ hiring practices to celebrating Bollywood star Shahrukh Khan.
Key Moves in India
To build its presence, Reddit registered an India subsidiary in August and began collaborating with local influencers. Notable AMA (Ask Me Anything) sessions featured Indian personalities like Shark Tank’s Namita Thapar and actors Pankaj Tripathi and Manoj Bajpayee, drawing significant user interest.
Strong Financial Performance and Global Expansion
Reddit recently surprised investors with its first profitable quarter in 19 years, driven by licensing deals with AI companies Google and OpenAI, generating $33.2 million in revenue. Reddit’s daily active users (DAUs) reached a record 97.2 million in Q3, marking a 47% increase year-over-year and boosting its stock price by 40%. Reddit’s valuation has tripled to $18.74 billion since going public in March 2024.
International User Growth
Huffman reported that Reddit’s international DAUs grew by 44%, with significant growth in focus markets like France, India, and the Philippines. Machine translation of posts has helped drive this expansion, and Reddit plans to extend this feature to over 30 countries by 2025.
Adapting to Indian Preferences
Indian online engagement often revolves around short-form video content on platforms like Instagram and YouTube. However, Reddit’s community-driven approach may attract advertisers from focused sectors, like technology, due to its deeper engagement potential. Popular topics among Indian Redditors include entertainment, tech, and local communities, with active subreddits like r/BollyBlindsNGossip, r/bangalore, and r/developersindia.
Localized Efforts and Festive Initiatives
Reddit has introduced culturally relevant features for Indian users, such as the Diya Collection, a festive reward program that incentivizes engagement—a strategy inspired by similar programs on platforms like Google Pay.
AMA Popularity and Industry Influence
AMA sessions are growing in popularity on Reddit, with a fivefold increase in recent months. Notably, Sam Altman, CEO of OpenAI, recently hosted an AMA to discuss ChatGPT’s new search feature, highlighting Reddit’s role as a platform for direct interaction with industry leaders.
With its strong user growth in India and new culturally tailored initiatives, Reddit is strategically positioning itself to be a major player in India’s social media landscape.
