Millions of German users flock to Reddit every day to find community and belonging with those who share similar interests, and with 47% user growth year-over-year, Germany is now home to our fifth-largest user base. Today, we’re officially saying “hallo” to our friends in the heart of Europe and opening our doors in Berlin with a dedicated team on the ground.
Hot off the heels of our recent expansions to Australia in July and Canada in March of this year, Germany is the next step in our international expansion strategy and marks a key milestone in Reddit’s commitment to bring community and belonging to everyone in the world.
“Our launch in Germany is the first step in a long-term commitment to the market and expansion beyond English-speaking countries,” said Reddit CEO Steve Huffman. “We’re excited to build out our local workforce, grow more German communities, and enable German advertisers to connect with our users.”
Our team on the ground
Our Berlin-based team currently spans Community, Sales, Ops, Product, and Engineering, and will be led by a locally-based General Manager who will be appointed in the coming months. The team is managed by Reddit’s Head of International, Tariq Mahmoud, is set to grow by more than 150% by the end of this year, and is already partnering with local entities, working with German-based moderators and communities, and establishing local advertiser partnerships. Our German Sales team sits within our global Sales org under the leadership of Reddit’s EVP and President of Global Advertising, Harold Klaje.
Reddit users in Germany
Globally, Reddit’s 100,000+ communities unite people around an endless array of topics and interests. It’s home to the most real and passionate exchanges on the internet with topics ranging from cooking to cryptocurrency, pets to parenting, and everything in between. In Germany, Reddit users spend an average of 27 minutes per day on the platform -- which is more time than they spend on Snap, Twitter or Pinterest -- and share similar interests to our global audience but with clear local nuance.
From sharing funny encounters in r/wasletztepreis to seeking out budgeting advice in r/finanzen, and learning about planting flowers or vegetables in r/garten, German Reddit users are true meme junkies but also discuss serious topics like finance with an equal amount of fervor. Communities like r/de, which has 500,000 members and is a catch-all resource for any and all German-related content, sit alongside the likes of r/mauerstrassenwetten, which was created as a local German equivalent of the popular global community, r/wallstreetbets -- so it’s clear German users on Reddit have a diverse range of interests.
German millennials are particularly well represented on Reddit at 38%, closely followed by Gen Z at 35%, while 23% of the local community belong to Gen X, and 4% are Baby Boomers. Each month, they contribute a total of 151 million posts, comments, and votes on the platform.
German brands finding their home on Reddit
The real and passionate user experience that is cultivated across Reddit is unmatched, and Reddit users in Germany are unduplicated in that they can’t be found anywhere else online. In Germany, 38% of Reddit users are not on Twitter, while 37% are not on Facebook, and 25% are not on Instagram.
Global and German advertisers like Intel, Qualcomm, HP, Amazon, Apple, Aktien.news, and Deutsche Telekom are among those already working with our Sales team to engage with German Reddit users and local communities.
“The German advertising market is significant to our global Sales strategy and a key part of our international growth plan. While we have been fortunate to enjoy steady organic growth in the country and have seen this attract advertisers in Germany, Reddit’s official market entry will accelerate our existing momentum in a more focused way,” said Reddit Global President and EVP of Advertising, Harold Klaje. “Reddit is home to more than 100,000 communities which means there is a place for every kind of brand and advertiser on the platform, and I am looking forward to seeing more German brands discover this as our local Sales team continues to scale.”
Our German Sales team is committed to helping local brands understand the value of Reddit and our unique community of communities, and to setting German advertisers up for long-term success on the platform. The team will work closely with our global Sales organization to ensure international best practices and a best-in-class offering for German clients.
Reddit’s German office is located in Mitte, Berlin, and is officially open for business. To learn more about local advertising opportunities and connect with our growing user base, please contact us.