Key stat: Adults 35 and older made up 62% of Reddit's 124.5 million US unique visitors in March 2026, with 25-to-34-year-olds the largest single cohort at 29.6 million, according to an April 2026 Comscore report.

Beyond the chart:

• Marketers are following the money to Reddit's broader audience. Reddit ad spend is growing 46.3% YoY, more than double Instagram's rate and roughly five times TikTok's, according to a Sensor Tower report.
• Meanwhile, community platforms are absorbing budget that AI search is pulling from traditional channels. Some 35.2% of US marketers plan to boost community and social presence to offset AI's hit on organic traffic, according to a Fractl, Search Engine Land, and MFour survey.

Use this chart: Drop this in your audience planning deck when teams reach for TikTok by default to find younger buyers. Reddit's biggest cohort is 25-34, and millennials plus Gen X make up over half the platform. Show this when scoping social spend and community marketing tests.

Related EMARKETER reports:

• US Time Spent With Social Networks 2026 (EMARKETER subscription required)
• Social Search 2026 (EMARKETER subscription required)

We prepared this article with the assistance of generative AI tools and stand behind its accuracy, quality, and originality.