Reddit, the self-proclaimed “front page of the internet,” has found itself in an enviable position: it’s now the second most-cited source in Google’s AI Overviews, trailing only Wikipedia. As Google’s AI-powered search results become the new gateway to information for millions, Reddit’s influence on how people discover and discuss topics online has never been greater. But does this surge in AI-driven visibility actually translate into meaningful revenue for Reddit? The answer is more complicated than it seems.
Google’s AI Overviews, which summarize answers to user queries by pulling information from across the web, have quickly become a staple for searchers seeking quick, authoritative responses. Recent data shows that Reddit is cited more often than nearly any other site—second only to Wikipedia; thanks to its vast trove of user-generated discussions, expert advice, and real-world experiences.
From troubleshooting tech issues to debating pop culture, Reddit threads are being surfaced prominently in AI Overviews, often providing the “human touch” that algorithmic summaries lack. This is a testament to Reddit’s unique value as a knowledge-sharing platform and a reflection of the trust Google places in its community-driven content.
AI Overviews are designed to answer questions directly on the search results page, reducing the need for users to click through to the original source. This means that while Reddit’s content is widely referenced, the platform may not see a proportional increase in website traffic.
Reddit’s primary revenue stream is advertising, which depends on users visiting its site or app. If Google’s AI Overviews satisfy user queries without a click, Reddit’s ad impressions and thus its revenue could stagnate or even decline, despite increased visibility.
Reddit has started to monetize its data by licensing content to AI companies, including a reported $60 million deal with Google. While this provides a new revenue stream, it’s unclear whether such deals can scale to offset potential losses in ad revenue or drive sustainable long-term growth.
Reddit’s prominence in AI Overviews is a double-edged sword. On one hand, it cements the platform’s status as a go-to source for authentic, community-driven information. On the other, it exposes the limitations of relying on traditional web traffic and advertising in an era where AI intermediaries increasingly control user attention.
Reddit’s situation is emblematic of a larger shift in the digital landscape. As AI-powered search reduces the need for traditional clicks, publishers and platforms across the web will need to rethink how they measure success and generate revenue. Visibility alone is no longer enough monetization strategies must evolve to match the new reality of AI-driven discovery.
