Reddit Premium / Gold

Reddit Premium is Reddit's paid subscription, billed monthly or annually, that gives members an ad-free browsing experience, access to the members-only r/lounge community, early access to some new features, and historically a monthly allotment of Reddit Coins. "Gold" has carried two meanings on Reddit over time: it originally referred to a premium membership and to a popular award users could give to highlight valued posts and comments, and after a 2023 overhaul, "Gold" was repurposed as the name of the platform's streamlined virtual currency used to tip and reward contributors directly.

These products matter as part of Reddit's monetization strategy alongside advertising and data licensing. In July 2023, Reddit announced it was retiring its longstanding Coins-and-awards system, with existing Coins and awards available only until September 12, 2023, citing more than 50 unwieldy award types and user complaints about clutter. It later introduced a simpler Gold-based system tied more directly to real-money purchases and connected to Reddit's Contributor Program, which lets eligible users earn money when their content is awarded. The evolution of Premium and Gold reflects Reddit's broader push, sharpened after its 2024 IPO, to diversify revenue and reward popular creators.