"It becomes an awareness driver for Reddit," says Jeremy Goldman, a senior director of briefings at eMarketer who analyzes social media companies. "A lot of people who see that stuff won't necessarily go on Reddit, but it makes it a little bit more mainstream."
Between Q2 of 2023 and 2024, Reddit added just under 10 million logged-in daily users, jumping from 32.1 to 42 million. The company's stock price has reflected this... reaching a height of $78.08 in July.
One popular genre finds stories initially posted to Reddit read over a video of someone playing a video game, often Minecraft. The clips capture the fragmented attention spans of TikTok users.
TikTok is a primary point of Reddit republishing. These videos now crop up daily, amassing millions and millions of views.
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