The news: Reddit’s international growth is no longer a side story; it’s central to how the company is expanding its user base, building new communities, and growing its ad business. With surging adoption in markets like Brazil and strong YoY revenue growth outside the US, Reddit’s global playbook is showing results.

Global gains:

• International DAUq rose 41% YoY, compared to 21% in the US, according to Reddit’s Q1 2025 earnings materials.
• Brazil alone saw nearly 80% DAUq growth, driven by machine translation and a vibrant local community ecosystem.
• In an EMARKETER interview, Reddit COO Jen Wong called this momentum a “big part of our future,” highlighting how machine translation has become a critical unlock. “Countries like France and Germany, and even Brazil...are becoming growth engines for us,” she said.
• Reddit now supports 13 languages, up from 8 last quarter, helping users in non-English-speaking countries discover content and participate in local subreddits.

Community, localized: Wong emphasized that Reddit’s approach isn’t just about language access—it’s about building authentic communities from the ground up. “We’re doing machine translation and cultivating communities that have become growth engines for us,” she said.

• In Brazil, that means subreddits like r/futebol and r/Gambiarra are booming, with users contributing content that reflects regional humor, interests, and cultural references.
• Local moderators are playing a crucial role, helping subreddits like r/vidarealbrasil and r/eutireiumafoto, both of which have doubled in size in just the past quarter, Reddit says.

The result: The investment in community is now contributing to the bottom line.

• Revenues outside the US surged 82% YoY, reaching $78.5 million in Q1.
• Wong pointed to this growth as evidence of Reddit’s expanding commercial appeal. “We’ve seen strong growth outside of the US in terms of our advertising business as well,” she said.
• That includes markets like Australia, where brands such as Lenovo are running Dynamic Product Ads and using Reddit’s Conversions API to improve ad efficiency and reduce costs.

Our take: Reddit’s international expansion could be transformative for the platform and digital users across the globe. With language barriers falling, communities flourishing, and ad dollars flowing, Reddit is becoming a global platform powered by local culture.