Despite AI partnerships, Reddit says Google search and direct visits remain core to its growth, as it leans into AI-powered search and user experience improvements.
Chatbots aren’t driving traffic — yet
During Reddit’s Q3 2025 earnings call, CEO Steve Huffman clarified that AI chatbots are not a significant source of traffic to the platform, even as companies like OpenAI and Google continue integrating chatbots into search.
- Huffman emphasized that direct traffic and Google search are still Reddit’s dominant user acquisition channels.
- While partnerships with AI firms are ongoing, he noted: “They’re not a traffic driver today.”
Healthy AI partnerships, complex data relationships
Reddit has walked a fine line with AI companies in recent years. In May 2024, it began enforcing strict licensing policies around commercial use of its data, limiting access for large language model (LLM) builders.
- Despite tighter restrictions, Reddit has inked licensing deals with OpenAI and Google, allowing these firms access to its data for model training.
- However, Reddit is also in legal disputes with other AI companies like Anthropic and Perplexity, signaling a cautious, case-by-case approach to data sharing.
Google and direct visits dominate traffic mix
When asked whether Reddit’s traffic is evenly split between Google and direct access, Huffman confirmed that’s “approximate, but pretty close.”
- The search engine remains critical to content discovery, reinforcing why Reddit is increasingly investing in its own search functionality.
- The platform is not reliant on AI-driven chatbot referrals for its core user base.
Strong Q3 growth across users and revenue
Reddit’s Q3 performance was notably strong, with $585 million in revenue, a 68% year-over-year increase. The platform reached:
- 116 million daily active unique users,
- 444 million weekly active users,
- 20% year-over-year user growth,
- and 31% growth in international daily users.
More than 190 million Americans now visit Reddit every week, demonstrating its ongoing relevance in the U.S. digital landscape.
AI-powered search becomes central strategy
Reddit is doubling down on AI-powered search, aiming to make it a core user experience. Huffman revealed:
- 75 million users now search Reddit weekly,
- 20% of search activity is handled through Reddit’s AI-powered “Answers” system,
- A unified AI and core search interface is in the works for upcoming quarters.
This investment is not just about traffic, but about keeping users engaged and helping them find valuable content faster.
Improving onboarding to drive user retention
Reddit is testing a new, simplified onboarding flow designed to enhance early engagement by quickly surfacing relevant content for new users.
- “We want them to see in their first session that Reddit is amazing,” Huffman noted.
- The goal is to build stronger first impressions and reduce drop-off rates among newcomers.
Reddit CEO Steve Huffman says AI chatbots aren’t driving meaningful traffic to the platform, with Google and direct access still dominating. Reddit reported strong Q3 growth in revenue and user base while pushing forward with AI-powered search and improved onboarding to boost engagement and retention.
