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Reddit (/ˈrɛdɪt/, stylized in its logo as reddit) is an American social newsaggregation, web content rating, and discussion website.
Registered members submit content to the site such as links, text posts, and images, which are then voted up or down by other members. Posts are organized by subject into user-created boards called "subreddits", which cover a variety of topics such as news, politics, science, movies, video games, music, books, sports, fitness, cooking, pets, and image-sharing. Submissions with more up-votes appear towards the top of their subreddit and, if they receive enough up-votes, ultimately on the site's front page. Despite strict rules prohibiting harassment, Reddit's administrators spend considerable resources on moderating the site.[5]
As of October , Reddit ranks as the 17th-most-visited website in the world and 7th most-visited website in the US, according to Alexa Internet, with % of its user base coming from the United States, followed by the United Kingdom at % and Canada at %.[6]
Reddit was founded by University of Virginia roommates Steve Huffman and Alexis Ohanian, and Aaron Swartz[7][8] in Condé Nast Publications acquired the site in October In , Reddit became an independent subsidiary of Condé Nast's parent company, Advance Publications.[9] In October , Reddit raised $50 million in a funding round led by Sam Altman and including investors Marc Andreessen, Peter Thiel, Ron Conway, Snoop Dogg, and Jared Leto.[10] Their investment valued the company at $ million then.[11][12] In July , Reddit raised $ million for a $ billion valuation, with Advance Publications remaining the majority stakeholder.[13] In February , a $ million funding round led by Tencent brought the company's valuation to $3 billion.[14]
Site overview
Reddit is a website comprising user-generated content—including photos, videos, links, and text-based posts—and discussions of this content in what is essentially a bulletin board system.[15][16] The name "Reddit" is a play-on-words with the phrase "read it", i.e., "I read it on Reddit."[17][18] As of [update], there are approximately million Reddit users, called "redditors".[19] The site's content is divided into categories or communities known on-site as "subreddits", of which there are more than , active communities.[20]
As a network of communities, Reddit's core content consists of posts from its users.[15][16] Users can comment on others' posts to continue the conversation.[15] A key feature to Reddit is that users can cast positive or negative votes, called upvotes and downvotes respectively, for each post and comment on the site.[15] The number of upvotes or downvotes determines the posts' visibility on the site, so the most popular content is displayed to the most people.[15] Users can also earn "karma" for their posts and comments, a status that reflects their standing within the community and their contributions to Reddit.[15]
The most popular posts from the site's numerous subreddits are visible on the front page to those who browse the site without an account.[20][21] By default for those users, the front page will display the subreddit r/popular, featuring top-ranked posts across all of Reddit, excluding not-safe-for-work communities and others that are most commonly filtered out by users (even if they are safe for work).[22][23] The subreddit r/all does not filter topics.[24] Registered users who subscribe to subreddits see the top content from the subreddits to which they subscribe on their personal front pages.[20][21]
Front-page rank—for both the general front page and for individual subreddits—is determined by a combination of factors, including the age of the submission, positive ("upvoted") to negative ("downvoted") feedback ratio, and the total vote-count.[25]
Users and moderators
Registering an account with Reddit is free and does not require an email address.[26][27] In addition to commenting and voting, registered users can also create their own subreddit on a topic of their choosing.[28] In Reddit style, usernames begin with "u/". For example, noteworthy redditors include u/Poem_for_your_sprog, who responds to messages across Reddit in verse,[29]u/Shitty_Watercolour who posts paintings in response to posts,[30]u/gallowboob, with the highest karma on reddit,[31] and u/spez, the CEO of Reddit (Steve Huffman).
Subreddits are overseen by moderators, Reddit users who earn the title by creating a subreddit or being promoted by a current moderator.[20] These moderators are volunteers who manage their communities, set and enforce community-specific rules, remove posts and comments that violate these rules, and generally work to keep discussions in their subreddit on topic.[20][32][33] Admins, by contrast, are paid to work for Reddit.[32]
Subreddits
Discussions on Reddit are organized into user-created areas of interest called "subreddits". There are about , active subreddits among a total of million, as of July [34][35] Subreddit names begin with "r/". For instance, r/science is a community devoted to discussing scientific topics and r/television is a community devoted to discussing TV shows. Meanwhile, r/popular features top-ranked posts across all of Reddit, excluding NSFW communities and others that are most commonly filtered out by users (even if they are safe for work).[22][23] The subreddit r/all does not filter topics.[24]
In a interview with Memeburn, Erik Martin, then general manager of Reddit, remarked that their "approach is to give the community moderators or curators as much control as possible so that they can shape and cultivate the type of communities they want".[36] Subreddits often use themed variants of Reddit's alien mascot, Snoo, in the visual styling of their communities.[37]
Other features
Reddit Premium (formerly Reddit Gold) is a premium membership that allows users to view the site ad-free.[38][39] Users may also be gifted coins if another user particularly valued the comment or post, generally due to humorous or high-quality content. Reddit Premium unlocks several features not accessible to regular users, such as comment highlighting, exclusive subreddits, and a personalized Snoo (known as a "snoovatar").[40][41] Reddit Gold was renamed Reddit Premium in In addition to gold coins, users can gift silver and platinum coins to other users as rewards for quality content.[42]
On the site, redditors commemorate their "cake day" once a year, on the anniversary of the day their account was created.[43] Cake day adds an icon of a small slice of cake next to the user's name for 24 hours.[44]
In , Reddit developed its own real-time chat software for the site.[45] While some established subreddits have used third-party software to chat about their communities, the company built chat functions that it hopes will become an integral part of Reddit.[45] Individual chat rooms were rolled out in and community chat rooms for members of a given subreddit were rolled out in [45][46][47]
In , Reddit tested a new feature which allowed users to tip others. It was only made available for a user named Chris who goes by the alias u/shittymorph, who was known for posting well-written comments, only for them to end with the same copypasta referencing the Hell in a Cell match between wrestlers The Undertaker and Mankind.[48][49]
History
Company history
The idea and initial development of Reddit originated with then college roommates Steve Huffman and Alexis Ohanian in Huffman and Ohanian attended a lecture by programmer-entrepreneur Paul Graham in Boston, Massachusetts, during their spring break from University of Virginia.[50][51][52] After speaking with Huffman and Ohanian following the lecture, Graham invited the two to apply to his startup incubator Y Combinator.[50] Their initial idea, My Mobile Menu, was unsuccessful,[53][54] and was intended to allow users to order food by SMStext messaging.[50][51] During a brainstorming session to pitch another startup, the idea was created for what Graham called the "front page of the Internet".[54] For this idea, Huffman and Ohanian were accepted in Y Combinator's first class.[50][51] Supported by the funding from Y Combinator,[55] Huffman coded the site in Common Lisp[56] and together with Ohanian launched Reddit in June [57][58]
The team expanded to include Christopher Slowe in November Between November and January , Reddit merged with Aaron Swartz's company Infogami, and Swartz became an equal owner of the resulting parent company, Not A Bug.[59][60] Ohanian later wrote that instead of labeling Swartz as a co-founder, the correct description is that Swartz's company was acquired by Reddit 6 months after he and Huffman had started.[61] Huffman and Ohanian sold Reddit to Condé Nast Publications, owner of Wired, on October 31, , for a reported $10 million to $20 million[50][62] and the team moved to San Francisco.[63] In November , Swartz blogged complaining about the new corporate environment, criticizing its level of productivity.[64] In January , Swartz was fired for undisclosed reasons.[65]
Huffman and Ohanian left Reddit in [66] Huffman went on to co-found Hipmunk with Adam Goldstein, and later recruited Ohanian[67] and Slowe to his new company.[68] After Huffman and Ohanian left Reddit, Erik Martin, who joined the company as a community manager in and later became general manager in , played a role in Reddit's growth.[69]VentureBeat noted that Martin was "responsible for keeping the site going" under Condé Nast's ownership.[70] Martin facilitated the purchase of Reddit Gifts and led charity initiatives.[70]
Reddit launched two different ways of advertising on the site in The company launched sponsored content[71] and a self-serve ads platform that year.[72][73] Reddit launched its Reddit Gold benefits program in July , which offered new features to editors and created a new revenue stream for the business that did not rely on banner ads.[74] On September 6, , Reddit became operationally independent of Condé Nast, operating as a separate subsidiary of its parent company, Advance Publications.[75] Reddit and other websites participated in a hour sitewide blackout on January 18, , in protest of the Stop Online Piracy Act.[76] In May , Reddit joined the Internet Defense League, a group formed to organize future protests.[77]
Yishan Wong joined Reddit as CEO in [78] Wong resigned from Reddit in , after more than two years at the company, citing disagreements about his proposal to move the company's offices from San Francisco to nearby Daly City, but also the "stressful and draining" nature of the position.[79][80] Ohanian credited Wong with leading the company as its user base grew from 35 million to million.[80] Wong oversaw the company as it raised $50 million in funding and spun off as an independent company.[72] Also during this time, Reddit began accepting the digital currency Bitcoin for its Reddit Gold subscription service through a partnership with bitcoin payment processor Coinbase in February [81] Ellen Pao replaced Wong as interim CEO in and resigned in amid a user revolt over the firing of a popular Reddit employee.[82] During her tenure, Reddit initiated an anti-harassment policy,[83] banned involuntary sexualization, and banned several forums that focused on bigoted content or harassment of individuals.[84]
After five years away from the company, Ohanian and Huffman returned to leadership roles at Reddit: Ohanian became the full-time executive chairman in November following Wong's resignation, while Pao's departure on July 10, , led to Huffman's return as the company's chief executive.[48][85] After Huffman rejoined Reddit as CEO, he launched Reddit's iOS and Android apps, fixed Reddit's mobile website, and created A/B testing infrastructure.[50] The company launched a major redesign of its website in April [19] Huffman said new users were turned off from Reddit because it had looked like a "dystopian Craigslist".[19] Reddit also instituted several technological improvements,[86] such as a new tool that allows users to hide posts, comments, and private messages from selected redditors in an attempt to curb online harassment,[87] and new content guidelines. These new content guidelines were aimed at banning content inciting violence and quarantining offensive material.[50][86] Slowe, the company's first employee, rejoined Reddit in as chief technology officer.[88] Reddit's largest round of funding came in , when the company raised $ million and was valued at $ billion.[89] The funding supported Reddit's site redesign and video efforts.[89]
On June 5, , Alexis Ohanian resigned as a member of the board in response to the George Floyd protests and requested to be replaced "by a Black candidate".[90]
Technology and design
Underlying code
Reddit was originally written in Common Lisp but was rewritten in Python in December [91] for wider access to code libraries and greater development flexibility. The Python web framework that Swartz developed to run the site, rushbrookrathbone.co.uk, is available as an open source project.[92] As of November&#;10, [update], Reddit used Pylons as its web framework.[93] Reddit was an open source project from June 18, until [94][95] During that time, all of the code and libraries written for Reddit were freely available on GitHub, with the exception of the anti-spam/cheating portions.[96] In a September announcement, the company stated that "we've been doing a bad job of keeping our open-source product repos up to date", partially because "open-source makes it hard for us to develop some features 'in the clear'&#; without leaking our plans too far in advance", prompting the decision to archive its public GitHub repos.[95]
While Reddit has continued calling itself open source[97] it has failed to continue updating its code for years. Development forks continue slowly on Reddit-like alternative sites such as rushbrookrathbone.co.uk, rushbrookrathbone.co.uk, rushbrookrathbone.co.uk, and rushbrookrathbone.co.uk[citation needed]
Hosting and servers
As of November&#;10, [update], Reddit decommissioned its own servers and migrated to Amazon Web Services.[98] Reddit uses PostgreSQL as their primary datastore and is slowly moving to Apache Cassandra, a column-oriented datastore.[when?][citation needed] It uses RabbitMQ for offline processing, HAProxy for load balancing and memcached for caching. In early , Reddit started using jQuery.[99]
Mobile apps
In , Reddit released its first mobile web interface for easier reading and navigating the website on touch screen devices.[] For several years, redditors relied on third-party apps to access Reddit on mobile devices. In October , Reddit acquired one of them, Alien Blue, which became the official iOS Reddit app.[] Reddit removed Alien Blue and released its official application, Reddit: The Official App, on Google Play and the iOS App Store in April [] The company released an app for Reddit's question-and-answer Ask Me Anything subreddit in [] The app allowed users to see active Ask Me Anythings, receive notifications, ask questions and vote.[]
Product and design changes
The site has undergone several products and design changes since it originally launched in When it initially launched, there were no comments or subreddits. Comments were added in [19][] and interest-based groups (called 'subreddits') were introduced in [] Allowing users to create subreddits has led to much of the activity that redditors would recognize that helped define Reddit. These include subreddits "WTF", "funny", and "AskReddit".[] Reddit rolled out its multireddit feature, the site's biggest change to its front page in years, in [] With the multireddits, users see top stories from a collection of subreddits.[]
In , Reddit enabled embedding, so users could share Reddit content on other sites.[] In , Reddit began hosting images using a new image uploading tool, a move that shifted away from the uploading service Imgur that had been the de facto service.[] Users still can upload images to Reddit using Imgur.[] Reddit's in-house video uploading service for desktop and mobile launched in [] Previously, users had to use third-party video uploading services, which Reddit acknowledged was time-consuming for users.[]
Reddit released its "spoiler tags" feature in January [] The feature warns users of potential spoilers in posts and pixelates preview images.[] Reddit unveiled changes to its public front page, called r/popular, in ;[24] the change creates a front page free of potentially adult-oriented content for unregistered users.[24]
In late , Reddit declared it wanted to be a mobile-first site, launching several changes to its apps for iOS and Android.[43] The new features included user-to-user chat, a theater mode for viewing visual content, and mobile tools for the site's moderators. "Mod mode" lets moderators manage content and their subreddits on mobile devices.[43]
Reddit launched its redesigned website in , with its first major visual update in a decade.[19] Development for the new site took more than a year.[19] It was the result of an initiative by Huffman upon returning to Reddit, who said the site's outdated look deterred new users.[19] The new site features a hamburger menu to help users navigate the site, different views, and new fonts to better inform redditors if they are clicking on a Reddit post or an external link.[19] The goal was not only for Reddit to improve its appearance, but also to make it easier to accommodate a new generation of Reddit users.[19] Additionally, Reddit's growth had strained the site's back end;[] Huffman and Reddit Vice President of Engineering Nick Caldwell told The Wall Street Journal's COI Journal that Reddit needed to leverage artificial intelligence and other modern digital tools.[] Registered users can opt-out from the redesign and use "Old Reddit" which continues to use the previous design. Unregistered users can access it via rushbrookrathbone.co.uk[]
Logo
Reddit's logo consists of a time-traveling alien named Snoo and the company name stylized as "reddit". The alien has an oval head, pom-pom ears, and an antenna.[] Its colors are black, white, and orange-red.[] The mascot was created in while company co-founder Alexis Ohanian was an undergraduate at the University of Virginia.[] Ohanian doodled the creature while bored in a marketing class.[] Originally, Ohanian sought to name the mascot S'new, a play on "What's new?", to tie the mascot into Reddit's premise as the "front page of the Internet".[][] Eventually, the name Snoo was chosen.[] In , Ohanian outlined the logo's evolution with a graphic that showcased several early versions, including various spellings of the website name, such as "Reditt".[]
Snoo is genderless and colorless, so the logo is moldable.[][] Over the years, the Reddit logo has frequently changed for holidays and other special events.[] Many subreddits have a customized Snoo logo to represent the subreddit.[] Redditors can also submit their own logos, which sometimes appear on the site's front page, or create their own customized versions of Snoo for their communities (or "subreddits").[][19] When Reddit revamped its website in April , the company imposed several restrictions on how Snoo can be designed: Snoo's head "should always appear blank or neutral", Snoo's eyes are orange-red, and Snoo cannot have fingers.[] Snoo's purpose is to discover and explore humanity.[]
Corporate affairs
Reddit is a private company based in San Francisco, California.[][34] It has an office in the Tenderloin neighborhood.[] Reddit doubled its headcount in ;[] As of [update], it employed approximately people.[34] In , the company was valued at $ billion during a $ million round of new venture funding.[89][72] The company was previously owned by Condé Nast, but was spun off as an independent company.[72] As of April&#;[update], Advance Publications, Condé Nast's parent company, retained a majority stake in Reddit.[34]
Reddit's key management personnel includes co-founder and CEO Steve Huffman,[50] Chief Technology Officer Chris Slowe, who was the company's original lead engineer,[88] and Chief Operating Officer Jen Wong, a former president of digital and chief operating officer at Time Inc.[39]
Reddit does not disclose its revenue figures.[89][39] The company generates revenue in part through advertising and premium memberships that remove ads from the site.[39][38]
As part of its company culture, Reddit operates on a no-negotiation policy for employee salaries.[] The company offers new mothers, fathers, and adoptive parents up to 16 weeks of parental leave.[]
Advertising
In February , Betabeat published a post that recognized the influx of multinational corporations like Costco, Taco Bell, Subaru, and McDonald's posting branded content on Reddit that was made to appear as if it was original content from legitimate Reddit users.[] PAN Communications wrote that marketers want to "infiltrate the reddit community on behalf of their brand," but emphasized that "self-promotion is frowned upon" and Reddit's former director of communications noted that the site is " percent organic."[][][][] She recommended that advertisers design promotions that "spark conversations and feedback."[] She recommended that businesses use AMAs to get attention for public figures but cautioned "It is important to approach AMAs carefully and be aware that this may not be a fit for every project or client."[]Nissan ran a successful branded content promotion offering users free gifts to publicize a new car,[][] though the company was later ridiculed for suspected astroturfing when the CEO only answered puff piece questions on the site.[][] Taylor described these situations as "high risk" noting: "We try hard to educate people that they have to treat questions that may seem irreverent or out of left field the same as they would questions about the specific project they are promoting."[]
Reddit's users tend to be more privacy-conscious than on other websites, often using tools like AdBlock and proxies,[] and they dislike "feeling manipulated by brands" but respond well to "content that begs for intelligent viewers and participants."[] Lauren Orsini writes in ReadWrite that "Reddit's huge community is the perfect hype machine for promoting a new movie, a product release, or a lagging political campaign" but there is a "very specific set of etiquette. Redditors don't want to advertise for you, they want to talk to you."[] Journalists have used the site as a basis for stories, though they are advised by the site's policies to respect that "reddit's communities belong to their members" and to seek proper attribution for people's contributions.[]
Reddit announced that they would begin using VigLink to redirect affiliate links in June [][]
Since , Reddit has partnered with companies to host sponsored AMAs and other interactive events,[][] increased advertising offerings,[] and introduced efforts to work with content publishers.[]
In , Reddit hired Jen Wong as COO, responsible for the company's business strategy and growth, and introduced native mobile ads.[39] Reddit opened a Chicago office to be closer to major companies and advertising agencies located in and around Chicago.[] In , Reddit hired former Twitter ad director Shariq Rizvi as its vice president of ad products and engineering.[]
Community and culture
The website is known for its open nature and diverse user community that generate its content.[] Its demographics allows for wide-ranging subject areas, as well as the ability for smaller subreddits to serve more niche purposes.[32] The possibilities that subreddits provide create new opportunities for raising attention and fostering discussion across various areas. In gaining popularity in terms of unique users per day, Reddit has been a platform to raise publicity for a number of causes.[] Additionally, the user base of Reddit has given birth to other websites, including image sharing community and image hostImgur, which started in as a gift to Reddit's community.[] In its first five months, it jumped from a thousand hits per day to a million total page views.[]
Statistics from Google Ad Planner suggest that 74% of Reddit users are male.[] In the Pew Research Center published research showing that 4% of U.S. adults use Reddit, of which 67% are men. 78% of users get news from Reddit.[] Users tend to be significantly younger than average with less than 1% of users being 65 or over.[]
Reddit is known in part for its passionate user base,[34] which has been described as "offbeat, quirky, and anti-establishment".[] Similar to the "Slashdot effect", the Reddit effect occurs when a smaller website crashes due to a high influx of traffic after being linked to on Reddit; this is also called the Reddit "hug of death".[][]
Philanthropy
Users have used Reddit as a platform for their charitable and philanthropic efforts.[] Redditors raised more than $, for charity in support of comedians Jon Stewart's and Stephen Colbert's Rally to Restore Sanity and/or Fear; more than $, for Haiti earthquake relief efforts; and delivered food pantries' Amazon wish lists.[][] In , Christians, Muslims, and atheists held a friendly fundraising competition, where the groups raised more than $50,[] A similar donation drive in saw the atheism subreddit raise over $, for charity.[] In February , Reddit announced it would donate 10% of its annual ad revenue to non-profits voted upon by its users.[] As a result of the campaign, Reddit donating $82, each to Electronic Frontier Foundation, Planned Parenthood Federation of America, Doctors Without Borders, Erowid Center, Wikimedia Foundation, Multidisciplinary Association for Psychedelic Studies, NPR, Free Software Foundation, Freedom From Religion Foundation, and Tor Project.[]
Activism
Reddit has been used for a wide variety of political engagement including the presidential campaigns of Barack Obama,[][]Donald Trump,[]Hillary Clinton,[] and Bernie Sanders.[] It has also been used for self-organizing sociopolitical activism such as protests, communication with politicians and active communities. Reddit has become a popular place for worldwide political discussions.[]
March for Science
The March for Science originated from a discussion on Reddit over the deletion of all references to climate change from the White House website, about which a user commented that "There needs to be a Scientists' March on Washington".[][][] On April 22, , more than 1 million scientists and supporters participated in more than events in 66 countries across the globe.[]
Internet privacy, neutrality and anonymity
Reddit users have been engaged in the defense of Internet privacy, net neutrality and Internet anonymity.
Reddit created an Internet blackout day and was joined by Wikipedia and other sites in in protest of the Stop Online Piracy and Protect IP acts.[][] On January 18, Reddit participated in a hour sitewide blackout to coincide with a congressional committee hearing on the measures.[][] During that time, Reddit displayed a message on the legislation's effects on Reddit, in addition to resources on the proposed laws.[] In May , Reddit joined the Internet Defense League, a group formed to organize future protests.[77]
The site and its users protested the Federal Communications Commission as it prepared to scrap net neutrality rules.[] In , users upvoted "Battle for the Net" posts enough times that they filled up the entire front page.[] On another day, the front page was overtaken by posts showcasing campaign donations received by members of Congress from the telecommunications industry.[] Reddit CEO Steve Huffman has also advocated for net neutrality rules.[][] In , Huffman told The New York Times that without net neutrality protections, "you give internet service providers the ability to choose winners and losers".[] On Reddit, Huffman urged redditors to express support for net neutrality and contact their elected representatives in Washington, D.C.[] Huffman said that the repeal of net neutrality rules stifles competition. He said he and Reddit would continue to advocate for net neutrality.[]
"Restoring Truthiness" campaign
As a response to Glenn Beck's August 28, , Restoring Honor rally, in September Reddit users started a movement to persuade satirist Stephen Colbert to have a counter-rally in Washington, D.C.[] The movement, which came to be called "Restoring Truthiness", was started by user mrsammercer, in a post where he described waking up from a dream in which Stephen Colbert was holding a satirical rally in D.C.[] Over $, was raised for charity to gain the attention of Colbert.[citation needed] The campaign was mentioned on-air several times, and when the Rally to Restore Sanity and/or Fear was held in Washington, D.C. on October 30, , thousands of redditors made the journey.[]
During a post-rally press conference, Reddit co-founder Ohanian asked, "What role did the Internet campaign play in convincing you to hold this rally?" Jon Stewart responded by saying that, though it was a very nice gesture, he and Colbert had already thought of the idea and the deposit for using the National Mall was already paid during the summer, so it acted mostly as a "validation of what we were thinking about attempting".[] In a message to the Reddit community, Colbert later added, "I have no doubt that your efforts to organize and the joy you clearly brought to your part of the story contributed greatly to the turnout and success."[]
Countries blocking Reddit
This section needs expansion. You can help by adding to it.(July ) |
Indonesia
In May Reddit was blocked in Indonesia on the grounds that it hosts content that includes nudity.[][]
China
In June Reddit was blocked in China for a few weeks. The site was unblocked later.[]
India
ISPs in India were found to be blocking traffic over Reddit for intermittent periods in some regions in []
Russia
In August , Russia banned Reddit after Russia's Federal Drug Control Service decided that Reddit promoted conversations about psychedelic drugs. The site was unblocked later.[]
Community traditions
April Fools' Day
On April Fools' Day , a social experiment subreddit called r/thebutton appeared. It displayed a button and a second countdown timer. User accounts created before that day were eligible to participate. A user could only click the button once, or opt not to click it. If a user clicked the button the timer was globally reset to 60 seconds,
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