Reddit ads deliver $6.85 ROAS and 18% tune-in lift for entertainment campaigns, study finds

Reddit has released new research highlighting the performance of its advertising platform for media and entertainment brands, with findings suggesting that campaigns on the platform can influence both on-platform engagement and viewing behavior across streaming and linear television services.

According to a study conducted by TransUnion, Reddit advertising generated an average return on ad spend (ROAS) of $6.85 for media and entertainment advertisers. The analysis examined U.S.-based campaigns running between the first quarter of 2023 and the fourth quarter of 2025, focusing on how Reddit ads contributed to business outcomes throughout the customer journey.

The research also found that Reddit campaigns produced a “halo effect” beyond the platform itself, helping improve the performance of marketing efforts running across other channels. The findings suggest that Reddit can contribute to broader media strategies rather than functioning solely as an isolated advertising environment.

Additional data from Samba TV indicated that Reddit ads drove an average 18% incremental tune-in lift across both streaming and traditional television platforms. The study further reported that households exposed to Reddit advertising watched a median of 106 minutes of content, representing a 15% increase compared to competitive benchmarks.

The findings arrive as entertainment companies face increasing competition for consumer attention across streaming services, social media platforms, and digital content ecosystems. In that environment, advertisers are placing greater emphasis on channels that can influence both awareness and conversion rather than focusing exclusively on upper-funnel metrics.

Reddit’s latest research also points to the role of community-driven recommendations in entertainment discovery. According to the company’s data, many users continue to rely on discussions and peer recommendations when deciding what content to watch, particularly as algorithmic recommendations and AI-generated summaries become more common across digital platforms.

The company has increasingly positioned its advertising business around full-funnel marketing, aiming to demonstrate value across awareness, consideration, and conversion stages. This strategy aligns with broader trends in the advertising industry, where marketers are seeking clearer connections between campaign spending and measurable business outcomes.

The report follows a period of growth for Reddit’s advertising business. Earlier this year, the company reported rising advertiser adoption, supported by new AI-powered campaign tools and measurement capabilities designed to improve targeting and performance optimization. Reddit has also expanded its offerings for app marketers and performance advertisers as it seeks to attract a larger share of digital advertising budgets.

While the study was commissioned by Reddit and focuses specifically on campaigns within its ecosystem, the results add to the growing body of research examining how online communities influence consumer decisions. For media and entertainment brands, the findings suggest that community-based platforms may play a larger role in driving content discovery, audience engagement, and viewing behavior than traditional attribution models often capture.