What happened
On September 25, 2024, Reddit announced a major expansion of its AI-powered machine-translation feature to more than 35 new countries, building on a pilot that had launched in France earlier that year. The tool used large-language-model-based translation to render entire Reddit feeds — posts and comments — into a user's preferred language, with availability beginning immediately in markets like Brazil and Spain and rolling out to Germany, Italy, the Philippines, and Latin American countries in the following weeks. Reddit said it planned to keep expanding through 2025, ultimately translating content into around two dozen languages.
The initiative was a cornerstone of Reddit's international-growth strategy following its IPO. By making the platform's vast English-language archive readable to non-English speakers, Reddit aimed to unlock huge new audiences — and the company reported roughly a fourfold increase in daily active users in markets where translation was deployed. Reddit disclosed that it was spending millions of dollars per quarter on translation, though still under 1% of revenue, and the effort also boosted Reddit's visibility in non-English search results, reinforcing its growing role as a global reference source.