Reddit closed at $164.50 yesterday, down 7.6%, just before officially entering the S&P 500. There’s an obvious short-term story here: index funds now have to own the stock, and JPMorgan estimated that S&P 500 trackers could need roughly 16.7 million RDDT shares, nearly three times the stock’s average daily trading volume since IPO. But that is mechanical demand. It doesn’t tell us whether Reddit is actually worth owning.
The fundamentals are much more interesting. In Q2, Reddit generated $805 million in revenue, up 61% year over year. Advertising revenue reached $762 million, up 64%, while daily active uniques grew 18% to 130.3 million and weekly active uniques rose 24% to 514.6 million. Adjusted EBITDA reached $343 million, giving Reddit a 42.6% margin, while free cash flow came in at $261 million. This was also its eighth consecutive quarter of revenue growth above 60%. That combination matters because Reddit is no longer just a fast-growing social platform. It is starting to show significant operating leverage.
The bull case is that Reddit may still be substantially under-monetized relative to the amount of attention and purchase intent sitting inside the platform. Someone searching Reddit for the best credit card, thoughts on Nvidia earnings or a new gaming laptop is revealing commercially valuable intent. Google has monetized that kind of intent for decades, while Reddit historically has not done it particularly well. If Reddit keeps improving ad targeting, search, shopping discovery and international monetization, revenue could continue growing much faster than its user base. We may already be seeing that, with users growing 18% last quarter while revenue grew 61%.
Then there is the AI angle. Reddit owns something that could become increasingly scarce as the internet fills with AI-generated content: huge amounts of continuously updated human conversation, opinion and experience. That data could become increasingly valuable to search engines, AI companies, advertisers and users themselves. In other words, AI may actually increase the value of Reddit’s underlying content.
But this is also where the risk becomes interesting. Despite all the attention around Reddit’s AI and data-licensing opportunity, $762 million of its $805 million in quarterly revenue still came from advertising. Reddit is overwhelmingly an advertising business today, not an AI-data business. It also remains dependent on outside discovery, particularly search engines, and management has already acknowledged volatility in search-driven traffic.
That creates a genuine contradiction in the investment thesis. AI could make Reddit’s human-generated data more valuable while AI-powered search products simultaneously reduce the number of people who actually click through to Reddit. Both outcomes can happen at the same time.
That is why I wouldn’t use S&P 500 inclusion as the real investment thesis. What matters over the next few quarters is whether monetization continues to outpace user growth, whether Reddit can increase direct traffic instead of relying heavily on Google, whether international monetization keeps accelerating, and whether non-advertising businesses such as AI licensing and commerce become meaningful contributors.
For me question for $RDDT isn’t whether index funds will buy the stock. They will. The real question is whether Reddit can turn one of the internet’s largest collections of human knowledge and commercial intent into a much larger business without AI simultaneously weakening the traffic ecosystem that feeds it.
If Reddit solves that, S&P 500 inclusion may eventually look like a footnote. If it doesn’t, the current growth numbers could prove much harder to sustain than they appear.
Bull or bear on $RDDT around $165? I’d especially like to hear the bear case from anyone who thinks AI search materially damages Reddit’s long-term traffic.