What to know

  • Reddit announced plans to position itself as a search engine during its Q2 2025 earnings call.
  • The company aims to leverage its massive archive of user-generated content to power search results.
  • This strategic shift comes as Reddit reports strong financial results and growing user engagement.
  • Reddit will invest in new search features and infrastructure to compete with established search platforms.

Reddit is making a bold move. In its Q2 2025 earnings report, the company revealed its ambition to become a search engine, aiming to compete with the likes of Google and Bing. This announcement marks a significant pivot for the platform, which has long been known as a hub for online communities and discussions.

During the earnings call, Reddit executives outlined their vision for the future. They want Reddit to be the go-to place when people search for answers, opinions, and real-life experiences. The company believes its vast archive of user-generated content—spanning millions of posts and comments across thousands of communities—gives it a unique edge. According to Reddit, this content is "incredibly valuable" for surfacing authentic, human-driven answers that traditional search engines often miss.

Reddit's leadership shared that the platform already sees over 1 billion searches each month. Many users add "Reddit" to their Google queries to find trustworthy discussions and advice. Recognizing this trend, Reddit plans to invest heavily in its own search infrastructure. The company will roll out new features designed to make searching on Reddit faster, more accurate, and more intuitive. These improvements will include better ranking algorithms, enhanced filtering options, and smarter ways to surface relevant conversations.

Financially, Reddit is in a strong position to make this leap. The Q2 2025 earnings report showed robust revenue growth and increased user engagement. Advertising revenue hit new highs, and daily active users reached record numbers. This momentum gives Reddit the resources it needs to build out its search capabilities and attract more users who are looking for answers beyond what traditional search engines provide.

Reddit's move into search is not without challenges. The company will need to address issues like spam, misinformation, and content moderation as it expands its search offerings. However, executives expressed confidence that Reddit's community-driven approach and ongoing investments in AI and moderation tools will help maintain quality and trust.

For users, this shift means Reddit could soon become a primary destination for searching the web, not just for browsing communities. The company is betting that its unique blend of real conversations and diverse perspectives will set it apart in the crowded search market. As Reddit rolls out these changes, users can expect a more powerful and personalized search experience right on the platform.