Reddit's 2026-Q2 letter to shareholders and statements from CEO Steve Huffman's earnings call reveal they want to be a destination for Search and decision-making, not just show up in Google Search/AI summaries.

To that end, they plan to:

• Convert more web traffic into Reddit app users by pushing the app on visitors (mostly mobile, but they've launched a desktop login upsell campaign too)
• Make the home feed into an algorithmic recommendation engine, including content from subreddits users aren't following (using machine learning to determine what content users would be interested in)
• Expand their internal search feature (Reddit Answers) to keep people on the platform
• Invest in video - they recently added video replies for comments and say they want to reimagine how users connect, share & consume content through a "modernized video experience"
• Strengthen bot-blocking and ML-driven proactive moderation to fight spam even better and "keep Reddit human and safe"

SEJ article with "Reddit as a search destination" analysis of call

SEJ article with "Reddit making better use of their evergreen content" analysis of call