该公司表示，计划转向以登录用户为主的体验，因为这个社交论坛希望加深用户参与度，并改进其广告业务，该广告业务继续推动其稳健的财报业绩。
Inc. said it plans to shift to a primarily logged-in user experience as the social forum seeks to deepen engagement and improve the advertising business that continues to drive its solid earnings results.
周四，该公司公布第三季度销售额超出分析师预期，首席执行官史蒂夫·霍夫曼宣布，Reddit最终将限制用户在未登录账户的情况下能访问平台的内容。该公司计划在第四季度开始在美国以外的市场测试不同的方法，尚未决定网站的哪些部分将继续对未登录访客开放。
On Thursday, as the company posted third-quarter sales that beat analyst expectations, Chief Executive Officer Steve Huffman announced that Reddit will eventually limit how much of the platform people can access without an account. The company plans to start testing different approaches in markets outside of the US throughout the fourth quarter, and hasn’t decided yet which parts of its site will remain available to logged-out visitors.
这一策略对该公司来说是一个重大转变，该公司二十年来一直允许用户在不登录账户的情况下浏览其论坛。Reddit高管愿意牺牲平台的部分覆盖面，以吸引一个规模较小但参与度更高的受众，为广告商提供有价值的洞察。
The strategy marks a big shift for the company, which has allowed users to explore its forums without an account for two decades. Reddit executives are willing to sacrifice some of the platform’s reach to engage a smaller but more engaged audience with insights that will be valuable to advertisers.
周四在一次采访中，首席运营官珍·王承认，这一举措可能会在短期内限制Reddit的覆盖面，但表示最终将带来更多增长。“我认为这是一个从长远来看合理的权衡。”自2024年初上市以来，这家总部位于旧金山的公司的数字广告业务增长迅速。Reddit周四首次预测季度销售额将超过10亿美元。但投资者的期望很高。尽管该公司表示预计第四季度收入为10亿至10.3亿美元，但这一前景未能达到华尔街平均预期的10.5亿美元。
In an interview on Thursday, Chief Operating Officer Jen Wong acknowledged the potential for the move to limit Reddit’s reach in the short term but said it would eventually lead to more growth. “I think that’s a trade that makes sense for the long term.”Since going public in early 2024, the San Francisco-based company’s digital advertising business has grown rapidly. For the first time, Reddit on Thursday forecast $1 billion-plus in quarterly sales. But investors’ expectations are high. Though the company said it expects fourth-quarter revenue of $1 billion to $1.03 billion, the outlook missed the average Wall Street estimate of $1.05 billion.
Reddit报告第三季度销售额为8.95亿美元，超过了彭博社汇总的平均分析师预期，主要得益于其广告业务的持续增长。日活跃用户同比增长12%，达到1.303亿，未能达到分析师平均预期的1.335亿。
Reddit reported third-quarter sales of $895 million, beating the average analyst estimate compiled by Bloomberg, largely driven by the continued growth of its advertising business. Daily active users increased 12% year-over-year to 130.3 million, missing the average analyst estimate of 133.5 million.
最近加入标准普尔500指数的Reddit股价一度下跌13%。周四收盘前，该股跌幅达44%。尽管广告业务在增长，但华尔街高度关注Reddit将如何在人工智能时代吸引并留住用户。
Shares of Reddit, which recently joined the S&P 500, fell as much as 13%. They were down 44% before the market close on Thursday. Even as the ads business grows, Wall Street is hyper-focused on how Reddit will attract and retain users in the age of artificial intelligence.