Reddit, a platform built on the ethos of freely sharing information, is set to introduce some paywalls. During a video Ask Me Anything (AMA) session with CEO Steve Huffman, following a disappointing quarterly earnings report, the founder revealed that Reddit is exploring ways to implement paid access to certain content. The company plans to launch a “paid subreddit” feature later this year.

Huffman characterized the paid content model as a “work in progress,” highlighting it as one of the “new, key features” set to debut in 2025. This move aligns with Huffman’s ongoing strategy to introduce payment requirements for specific sections of Reddit. Last year, he indicated the company was exploring a new type of subreddit that would offer “exclusive content or private areas,” accessible only through a paywall.

Since going public, Reddit has been pursuing diverse monetization strategies to ensure consistent returns for its shareholders, sometimes at the cost of user experience. Users have voiced frustration over the overwhelming number of ads encountered on the platform, particularly within the first-party mobile app. The company has also formed licensing agreements with Google and OpenAI, granting these companies permission to use Reddit content for AI model training.

Introducing paid subreddits wouldn’t be Reddit’s first venture into premium features. Since 2010, the platform has offered a subscription service known as Reddit Gold, which provides users with perks like an ad-free browsing experience and access to the exclusive r/Lounge subreddit, available only to Gold subscribers. However, Gold has not been a significant revenue source for Reddit.

There are numerous challenges that Reddit must navigate to successfully implement this paid subreddit initiative. A primary concern is that much of Reddit’s content is aggregated. The platform has made efforts to cultivate original content, exemplified by the Reddit Contributor Program, which financially rewards users based on the karma they earn. Additionally, it could be complicated to adapt moderation practices for paid subreddits, as it may be unfeasible to expect volunteer moderators to oversee content that generates revenue they do not profit from.

Moreover, Reddit might find an opportunity to compete with Patreon by allowing creators to place specific content behind paywalls. Many creators already manage their own subreddits designed to foster community discussions, providing a level of interaction that Patreon comments might not fully support. There appears to be potential for Reddit to carve out its niche in this domain.