Most Redditors Not on Other Platforms

This matters because Reddit is selling advertisers incremental reach, not just another place to run the same campaign. The core pitch is that many Reddit users are either absent from major social apps or use Reddit for a different job, asking questions, comparing products, and joining topic specific communities. That makes Reddit less like a substitute for Facebook or TikTok, and more like a separate layer of intent and discovery that brands cannot easily buy elsewhere.1 2 3 4

• Internal research frames Reddit as a forum and ad network built around niche communities, not identity based feeds. That changes ad targeting in practice. Brands buy access to people gathered around topics like personal finance, skincare, or gaming, rather than broad demographic segments.1 2
• The overlap claim comes from Reddit marketing materials that show 23% of Redditors are not on Facebook, 47% are not on Instagram, and 69% are not on TikTok. Reddit also makes the broader claim that up to 75% of Redditors are not on Twitter, Snapchat, or Facebook, reinforcing the idea of distinct audience reach.3 4
• This audience difference helps explain why Reddit monetizes below feed based social peers on a per user basis. Reddit generated about $804M in 2023 revenue across roughly 430M MAUs, while comparable research puts Discord at $600M ARR on 200M MAUs and highlights TikTok as a far larger algorithmic ad machine. Reddit has reach and intent, but less of the identity and behavior data that turbocharges mainstream social ad pricing.1 5 6

Going forward, Reddit’s upside is turning this distinct audience into a bigger performance ad business. If it keeps improving targeting, ranking, and tools that capture commercial intent inside communities, it can raise revenue per user without needing to become another TikTok style feed product.1 2 6