The news: Reddit is emerging as a highly effective, full-lifecycle platform for Media and Entertainment (M&E) brands. Research from TransUnion and Samba commissioned by the company shows the platform drives results across the funnel: Brands running multi-objective campaigns see 13% stronger return on ad spend (ROAS) compared to single-objective strategies.

• Financial return: Reddit ads generated an average $6.85 ROAS, including unit sales, sign-ups, and trial-to-pay conversions—20% higher than the total media plan average and 10% higher than other paid social platforms.
• Halo effect: 19% of Reddit’s total impact manifested as a halo effect that amplified the performance of other marketing channels, the company said.
• Share of wallet: Despite outperforming 4 out of 5 measured paid social platforms, Reddit captured just 10% of the average paid social budget for M&E advertisers. However, its share of wallet grew 27% between 2023 and 2025 (versus just 2% for other paid social channels).
• Increased viewership and retention: Reddit advertising drove an average 18% incremental tune-in lift across linear and streaming. Furthermore, exposed households watched a median of 106 minutes of content—15% higher than competitive benchmarks.
• Interactive ads: Hulu partnered with Reddit to create an interactive quiz with a high completion rate. The experience provided a 10-point brand preference lift.

Why it matters: Reddit users represent active decision-makers looking for peer validation over long periods of time. Eighty-two percent of Redditors trust human opinions over AI summaries when making entertainment decisions.

Entertainment is the most-viewed category on Reddit, generating 240 billion views in the U.S. over the last 12 months. User engagement doesn't drop off post-launch: In communities like r/OscarRace, 90% of conversation views occur outside of awards month, proving year-round interest.

Implications for marketers: Reddit’s community-driven structure converts organic passion into high-value, high-intent ad inventory. By integrating deeply with search engines and AI, Reddit has expanded its surface area, becoming a go-to source for human validation, which reinforces its prominence as a platform for marketers reaching consumers during the consideration phase.