Reddit’s Search Now Used by 80 Million People Weekly
▼ Summary
– Reddit’s weekly search users grew to 80 million in Q4 2025, up from 60 million a year earlier, after merging its standard search with its AI-powered Reddit Answers feature.
– The company is positioning itself as an “end-to-end search destination” where users can start and finish searches without using traditional engines like Google.
– Reddit Answers queries surged from 1 million to 15 million in a year, excelling at open-ended questions where users seek multiple community perspectives.
– Reddit is testing new app layouts to give search more prominence and sees its content as the most-cited source in AI-generated answers from partners like Google and OpenAI.
– For brands, visibility on Reddit now matters as much as traditional search rankings, as users increasingly research and make buying decisions directly on the platform.
Reddit has transformed into a primary search destination for millions, with a staggering 80 million people now using its search function every week. This remarkable growth, announced during the company’s recent earnings call, stems from a strategic overhaul that combined its standard keyword search with the AI-powered Reddit Answers feature. The platform is actively positioning itself as a comprehensive resource where users can both begin and conclude their online research, a direct challenge to traditional search engines.
Company executives point to a fundamental shift in how people seek information. Increasingly, individuals are turning to community forums to ask specific questions and gather varied opinions before making decisions, especially regarding purchases. Reddit’s strategy aims to capture and retain that user intent directly on its site, rather than merely serving as a referral source that sends traffic elsewhere.
For brands and marketers, this evolution is critical. Visibility within Reddit’s ecosystem is becoming just as important as ranking in conventional search results for many consumer decisions. When people bypass Google entirely to research products and services within Reddit communities, a brand’s presence and reputation on the platform directly influence buying behavior.
The driving force behind this surge is the integration of Reddit Answers into the core search experience. CEO Steve Huffman reported “significant progress” in merging these tools, allowing users to seamlessly toggle between standard search results and AI-generated answers within a single interface. Huffman emphasized the company’s ambition to become an “end-to-end search destination,” building on its existing reputation as a place to find authentic insights.
Reddit Answers is experiencing explosive growth, with queries skyrocketing from roughly one million a year ago to 15 million in the last quarter alone. This feature excels at handling open-ended, subjective questions, like what to buy, watch, or try, where users seek multiple perspectives rather than a single, factual response. This aligns perfectly with Reddit’s strength in fostering community-driven discussions.
The company is not stopping at text-based answers. It is experimenting with “dynamic agentic search results” that incorporate various media formats, pointing toward a more interactive and immersive future for search on the platform. Furthermore, Reddit is testing new app layouts that grant search a more prominent position, including designs with a large, persistently visible search bar at the top of the home screen.
Chief Operating Officer Jennifer Wong noted that search activity on Reddit is often “incremental and additive” to regular user engagement and is frequently tied to high-intent moments, such as product research. While monetization of these features is in early stages, the company views search as a major long-term opportunity.
Reddit’s broader influence is amplified by its partnerships with giants like Google and OpenAI. Huffman revealed that Reddit content is now the most-cited source in AI-generated answers across the web, underscoring the platform’s central role in the modern information landscape. The company sees AI summaries as a gateway, hoping to guide users from a concise answer into vibrant community threads where they can engage in deeper discussion.
The underlying financial picture supports these ambitious investments. Alongside reporting its fourth quarter and full-year 2025 results, Reddit announced a substantial $1 billion share repurchase program, signaling confidence in its strategic direction and financial health.
(Source: Search Engine Land)
