Reddit Gold premium membership launched

In July 2010, Reddit introduced Reddit Gold, a paid premium membership designed to create a revenue stream that did not depend solely on banner advertising. Subscribers gained perks such as ad-free browsing, access to a members-only subreddit called "The Lounge," expanded customization and comment-display options, and other site features. Crucially, users could also buy Gold for others by "gilding" a post or comment they admired, which awarded the recipient a month of premium membership and turned the program into a community-driven way of rewarding good content.

The launch was significant because Reddit, still operating under Condé Nast, needed sustainable income that fit its community culture rather than relying on intrusive ads. Gilding became a recognizable part of Reddit etiquette and folklore, signaling appreciation across the platform. The membership endured for years and was rebranded as Reddit Premium in 2018, while the broader concept of paid awards evolved through the platform's later Coins and Awards systems before those, in turn, were retired and reworked as Reddit's monetization strategy matured ahead of its public listing.