Reddit Investor Relations Material

Reddit is a social media platform that enables users to submit links, create content, and discuss topics of interest. It supports a wide range of user-generated content including news, discussion threads, and questions. The platform is divided into tens of thousands of "subreddits," each dedicated to a specific topic or theme which means that every user can customize their experience. The company has evolved significantly since its inception, adding features like mobile apps, multimedia uploads, and a major website redesign to improve user experience. Reddit is headquartered in San Francisco, California.

Reddit was founded by University of Virginia roommates Steve Huffman and Alexis Ohanian in June 2005. Initially funded by Y Combinator, Reddit has grown to become a hub where users can submit content, including links, text posts, and images. By fostering niche communities, Reddit was able to cater to a wide array of interests, from mainstream topics to the most obscure hobbies.

The key selling point of Reddit, and what makes it stand out amongst other similar platforms such as Twitter (now known as X after being acquired by Elon Musk) or social media operated by Meta is the subreddit system. element of Reddit, serving as a means of organizing content and communities around specific topics, interests, or themes. Each subreddit operates as an independent community within the larger Reddit ecosystem, with its own set of rules, moderators, and culture. Users can create, join, and participate in any number of subreddits, contributing content such as links, text posts, images, and comments. Subreddits are denoted by a "r/" prefix followed by the community's name, for example, r/science or r/music. This system allows for a highly granular segmentation of content and allows each user to only see content that they’re interested in.

Reddit's upvote and downvote system is a central mechanism for content curation and community engagement. This system allows users to express their approval (upvote) or disapproval (downvote) of posts and comments. The net score of a post or comment—calculated as the number of upvotes minus the number of downvotes—determines its visibility on the platform. Content with higher net scores is more likely to appear prominently on the subreddit and the Reddit front page, reaching a larger audience.

Reddits primary source of revenue comes from advertising. The platform offers advertisers a variety of ad formats, including sponsored posts, display ads, and video ads, which blend into the user feed and target specific audiences based on their interests and activity on the site.

Another revenue stream for Reddit is its premium membership program, Reddit Premium. This subscription-based service offers users an ad-free browsing experience, access to a private subreddit (r/lounge), and additional features like custom app icons and a monthly allotment of Reddit Coins. The company also generates income through the sale of these Coins, a virtual good that users purchase to award to posts or comments they find particularly valuable or entertaining.

Further reading: Reddit's IPO in 2024: A Closer Look Before Going Public in March 2024