Reddit Sees Major Increase in User Engagement

According to Comscore Mobile Metrix, Reddit has seen a significant increase in average time spent by users, growing from 215.3 minutes in June 2023 to 243.0 minutes in June 2024. This rise may come from Reddit’s subreddit system, which allows for niche communities to spring up in their own isolated but accessible sections of the platform.

Reddit’s success isn’t just about user engagement; it’s also making strides in the advertising space. The platform has seen a 50% year-over-year increase in daily active users in Q2 2024, contributing to a 41% boost in ad revenues during the same period. However, while Reddit now accounts for 7.8% of the daily time US adults spend on social media, it only captures 0.9% of social ad spend.

In comparison, other social media giants like Facebook and TikTok have seen either stagnation or decline in user engagement. For instance, TikTok’s average monthly time spent per user decreased from 429.2 minutes to 406.4 minutes over the past year. Meanwhile, Facebook, despite maintaining the highest monthly time spent per user, is experiencing a slight decline in engagement.

Reddit’s growth has been driven by expanded agency partnerships and a focus on improving its ad offerings. With the addition of AI-driven search enhancements, Reddit is poised for even further expansion in the near future. The platform’s reputation as a useful source of information – with many users adding “reddit” after search queries to avoid ads and AI-written sites – may have contributed to this gradual increase in user engagement.