Reddit CEO Steve Huffman confirmed during the company’s Q3 2025 earnings call that AI chatbots are not a significant source of traffic for the platform, despite the rapid growth of AI-powered search tools from companies like OpenAI and Google.
The Reality of Platform Traffic
While AI search tools are becoming more prevalent, Huffman emphasized that Google Search and direct user access remain the primary engines powering Reddit’s growth. Addressing analysts, he noted, “They’re not a major traffic driver today. I think our relationships with the companies that we work with are healthy, and we’ve both learned a lot over the last couple of years regarding the value of Reddit’s data.”
When pressed by analysts on whether the split between Google and direct traffic was approximately 50/50, Huffman confirmed those figures are “pretty close.”
Navigating the AI Licensing Landscape
Reddit has maintained a complex, dual-track strategy regarding Large Language Models (LLMs). After implementing a strict data policy in May 2024 requiring licenses for commercial data usage, the company secured high-profile partnerships, including a content licensing agreement with Google.
However, this collaborative approach contrasts with the company’s aggressive stance against unauthorized scraping. Reddit is currently engaged in legal disputes with AI developers, including Anthropic and Perplexity, over the use of its platform data to train AI systems.
Financial Growth and User Engagement
The platform reported a strong Q3 performance, with revenue climbing 68% year-on-year to reach $585 million. User metrics also show substantial momentum: Reddit now sees 116 million daily active unique users and 444 million weekly active unique users, marking a 20% year-over-year increase. International daily users grew by 31%, and over 190 million Americans visit the platform each week.
Investing in Native Search and Onboarding
Reddit is doubling down on its own search capabilities. Huffman revealed that 20% of search volumes are now handled through the platform’s AI-powered “Answers” feature and its native search box. With 75 million weekly searches recorded in Q3, the company plans to unify its AI and core search experiences over the coming quarters.
Furthermore, to capitalize on its massive user base, Reddit is testing a streamlined onboarding process designed to boost early engagement. “We want them to see in their first session that Reddit is amazing and has content for them. Our goal is to connect users with relevant content very quickly,” Huffman explained.
