While the usual heavyweights - Google, Meta, Amazon, TikTok, and Apple - continue to dominate the digital ad landscape, a new contender is quietly climbing the ranks…

Reddit recently overtook X (formerly Twitter) to become the fifth most popular social media platform in the UK, attracting a massive 22.9 million adult visitors in May 2025 alone - a staggering 47% year-over-year increase, according to Ofcom.

Its rise is especially pronounced among younger audiences: nearly 1 in 4 internet users aged 26–35 now use Reddit, with strong engagement also seen among the 15–25 age group. Once known primarily as a niche forum site, Reddit has now evolved into a mainstream digital powerhouse - and advertisers are taking notice.

🚀 What’s Fuelling Reddit’s Growth?

Reddit’s growth isn’t just about user numbers - it’s about how those users engage.

Advertisers are drawn to:

• Highly engaged communities that offer rich targeting opportunities.

• Innovative ad formats, including interactive and native placements.

• Expanded reach, now hitting over 600 million users as of late 2024.

• A growing advertiser base eager to reach niche, active audiences.

  
  

With this combination, Reddit is fast becoming a serious alternative to more saturated platforms like Meta, TikTok, and YouTube. Brands are beginning to see Reddit not just as a community platform, but as a serious, performance-driven marketing channel.

📊 Social Platforms Are Outpacing Tech Giants

A broader trend is also emerging: social media platforms are overtaking traditional tech giants in ad revenue growth.

While companies like Alphabet, Amazon, Tencent, and Apple still lead in total ad revenue, growth is now being driven by platforms like Reddit, TikTok, and Pinterest—all of which have leveraged community, content, and creator engagement to fuel rapid ad spend increases.

According to eMarketer’s 2025 forecast:

🔍 What This Means for Marketers

Reddit’s rapid rise shows the growing value of community-first, intent-driven marketing. Unlike more passive platforms where users scroll aimlessly, Reddit users come with purpose - they’re 22% more likely to actively seek out content than users on other social platforms.

And this level of intent has real impact: 16% of users say a Reddit ad inspired them to research a brand, showing how the platform can move people from awareness to action. With Reddit’s ability to precisely target niche communities, advertisers are seeing impressive results. A recent campaign, for example, successfully reached 74% of Reddit users who game on laptops or consoles - a level of precision most platforms struggle to match.

Even more compelling is Reddit’s unique audience reach:

• 45% of Reddit users aren’t on Instagram

• 69% aren’t on LinkedIn

• 58% aren’t on TikTok

  
  

For brands looking to connect with highly engaged, often under-reached audiences, Reddit offers a unique and powerful opportunity.

With strong user intent, increasingly advanced ad tools, and access to audiences you won’t find elsewhere, Reddit is fast becoming a must-have channel in any forward-thinking digital marketing strategy.