Reddit plans to unify its search interface as it looks to become a search engine, pushing the platform into new territory beyond just community forums. With traffic shifting away from Google and AI reshaping how people discover information, Reddit is betting that its mix of authentic voices and smarter search will keep users locked in.
Reddit plans to unify its search interface as it looks to become a search engine: usage spike
More than 70 million people use Reddit search every week. At the same time, Reddit Answers, the AI‑driven Q&A tool, has exploded from one million to six million weekly users in only a few months. That rapid climb shows the appetite is real, and Reddit isn’t wasting time folding the two products together.
Reddit is expanding its revenue model by licensing user-generated content to AI companies.
Reddit plans to unify its search interface as it looks to become a search engine: what’s changing
CEO Steve Huffman told investors during the latest earnings call that Reddit Answers and traditional search will soon live under a single, unified interface. The app redesign highlights this shift with a bold search box placed front and center, making discovery the first thing users see when opening Reddit.
AI blends with community content
The new search won’t be just a plain results page. AI‑summaries will appear on top, pulling quick answers from Reddit’s massive archive of conversations. Right below, links to actual threads will let users dive deeper into context and debate. This pairing of machine speed with human nuance is what Reddit hopes will separate it from formulaic search engines.
Why Reddit plans to unify its search interface as it looks to become a search engine
Reddit has a clear set of goals driving this shift:
- Reduce dependence on Google, as referral traffic dips under AI summaries
- Capture the “add reddit” habit people already use when searching online
- Boost revenue and engagement Reddit just reported its most profitable quarter ever with a 78% jump to $500 million
These are not side benefits. They’re the backbone of the strategy.
What’s next after Reddit’s search shift
The rollout is expected to include:
- Global release of unified search across devices and regions
- Interface redesign with search permanently visible
- AI summaries woven directly into results
- A marketing push to frame Reddit as a true search destination
- Ongoing tests to track retention and growth
The bet is clear: Reddit wants to move from a forum people search through, to a search engine people start with. Whether it can steal attention from giants like Google depends on how well it turns raw discussion into refined discovery. But one thing’s certain the next big search battle may start with a Reddit thread.
