Reddit Emerges as Second Most-Cited Source in Google AI Overviews

A recent study conducted by analytics firm Semrush has revealed that Reddit is the second most-cited source by Google's AI Overviews, following Quora. This finding highlights the intricate relationship between Reddit, a social media platform that went public last year, and Google, which has increasingly relied on user-generated content to enhance its AI capabilities.

The Semrush study, released on June 15, 2025, examines how artificial intelligence is reshaping Google Search traffic. It underscores the importance of platforms like Reddit and Quora, where users pose and answer niche questions that often go unaddressed by more conventional sources. According to the authors of the study, “Quora and Reddit users often ask and answer niche questions that aren't addressed elsewhere, making them rich information sources for highly specific AI prompts.”

Reddit's prominence in Google's AI Overviews can be attributed in part to a partnership established between the two entities in 2024. This collaboration, reportedly valued at $60 million, allows Google to utilize Reddit's data for training its AI models. As stated by a Google spokesperson, the partnership aims to “facilitate more content-forward displays of Reddit information,” thereby increasing visibility for the platform within search results.

Despite this favorable positioning, analysts have raised concerns about the implications for Reddit's long-term growth. According to a March 2025 report by Redburn, much of Reddit's traffic surge has been driven by logged-out users—individuals who access the site without logging into an account. These users often seek quick answers to specific queries and may not represent the kind of engagement that advertisers value. Redburn analysts noted that “accelerated user growth has been driven predominantly by logged-out users who arrive on the platform largely via Google Search.” Consequently, these users typically spend less time on the platform, raising questions about the sustainability of Reddit's advertising revenue.

The evolving nature of Google’s search functionality also poses challenges for Reddit. The AI Overview feature, which presents search results in a natural language summary, could reduce the likelihood of users clicking through to Reddit itself. This concern was reflected in a drop in Reddit’s stock prices following the implementation of Google’s new AI mode. Analysts warned that the new feature may diminish traffic directed to Reddit, potentially harming its financial outlook.

Representatives from both Reddit and Quora did not respond to requests for comment regarding the findings of the Semrush study or the implications of their relationship with Google. As both platforms navigate this complex landscape, the long-term effects on user engagement and advertising revenue remain to be seen.

In conclusion, while Reddit’s status as the second most-cited source in Google’s AI Overviews marks a significant achievement, it also raises pertinent questions about the quality of user traffic and engagement. With advertisers increasingly focused on the value of their audience, both Reddit and Quora must adapt to the changing dynamics of digital engagement to ensure sustained growth in a competitive online landscape.