Key stat: Reddit ad spend is growing 46.3% YoY, more than double Instagram's growth rate and five times TikTok's, according to a November report from Sensor Tower.

Beyond the chart:

• Some 15% of Google AI Overview summaries link to Wikipedia, YouTube, or Reddit, according to April data from Pew Research.
• Meanwhile, marketers are adapting to the shift. Some 35.2% of US marketers plan to boost community and social presence to offset AI's impact on organic traffic, according to a May survey from Fractl, Search Engine Land, and MFour.

Use this chart: Drop this into your next media mix review to challenge TikTok-first assumptions. Use it to show stakeholders why Reddit deserves a larger slice of social budgets. When leadership asks where growth is happening as AI reshapes discovery, point here.

Related EMARKETER reports:

• Social Trends to Watch in 2026 (EMARKETER subscription required)
• GenAI Search Advertising Trends 2025 (EMARKETER subscription required)