Merel Reiniers wrote in Dutch newspaper NRC today about how Dutch media are starting to join Reddit as "one of the few platforms where you can still have substantive discussions". DeepL translation below 👇
On 3 January Michael Savage wrote in the Guardian about how Reddit has become the fourth largest UK social media site and a month ago I wrote about how European news sites are using social media [Reddit was not listed]. The Dutch are definitely at the vanguard.
#Reddit is still relevant after 20 years#
Discussion platform Reddit is built on anonymity and input from individual users, but is also attracting increasing attention from traditional media brands. ‘Reddit is in a transitional phase.’
Merel Reiniers, NRC, 13 January 2026
From users who voluntarily expose themselves (r/RoastMe) to people who explain complex topics to each other in child-friendly language (r/explainlikeimfive). Since 2005, the discussion platform Reddit has been a place on the internet where users can discuss all kinds of different topics, and it is currently one of the most visited platforms. It is built on anonymity and input from individual users, but at the same time it is also attracting increasing attention from traditional (news) media brands.
With Reddit pages for the programmes De Marker, Boos, Zembla and De Rode Draad (formerly De Nieuws BV), the broadcaster BNNVARA is looking for new ways to interact with its audience. Since May, the broadcaster has been exploring the platform as a place for “public discussions” and accountability. But BNNVARA is not the only one exploring the platform. NRC is also placing advertisements on the platform in the hope of reaching a new audience.
‘We feel that it is one of the few platforms where you can still have substantive discussions,’ BNNVARA innovation strategist Dennis van Brouwershaven told Villamedia last week. With their presence on the platform, the broadcaster would no longer be ‘just broadcasting from a stage, but would be among the audience’. This is important for building a new relationship with the audience, according to Van Brouwershaven. Reddit, which has long been known for the absence of traditional media, public figures and visible central moderation (this is often done by the Reddit communities themselves), claims to have around 116 million daily users and is among the top five most visited social media websites in both the US and the UK. The platform, which derives most of its revenue from advertising, is particularly valued by its community for the equal conversation between users. The fact that each user has a randomly generated name by default, avatars fill in the profile photos and personal characteristics are often not found on the accounts contributes to this.
‘Because most users are anonymous, people aren't afraid to be very open,’ says frequent Reddit user Robin Vos (39), who created his account 12 years ago. ‘You sometimes learn people's deepest secrets. In addition, all information is public, so there are no private groups, but there are very close-knit communities of like-minded people. But you can find people from across the political spectrum on the platform.’ Mark Deuze, professor of Media Studies at the University of Amsterdam, also sees the platform's openness as one of the reasons why it remains relevant after 20 years. ‘Where other platforms have relied heavily on advertising and other revenue models, Reddit has remained fairly committed to its community focus,’ says Deuze. ‘Reddit is also a social media platform, a knowledge platform and a kind of search engine due to its many functions.’
According to Deuze, it is the latter in particular that is driving traditional media towards the platform. ‘Reddit is very easy to find on Google, which increases the visibility and findability of media brands. In addition, the platform's own content is very easy to control, because media outlets can manage their own pages.’
Transition period
BNNVARA is still one of the few Dutch broadcasters with an official page on the Reddit platform, but Deuze believes that this will change soon. ‘Reddit is in a moment of transition, with more and more brands, celebrities and companies seeking out the platform. But having a presence on Reddit requires a certain tone or attitude, which can change over time along with the community. Brands therefore need to be flexible with their conventions and formats.’
Reddit user Vos has also noticed this transition. ‘I'm seeing more and more traditional media becoming active on Reddit. Some American newspapers are giving free newspaper articles to Reddit users. I'm also seeing Dutch newspapers posting more and more topics.’ Vos himself has no objection to this: ‘I would find it interesting if more journalists were active on Reddit, because journalists have the latest knowledge when it comes to current affairs. I remember the question being asked on Reddit before, and at the time it was fifty-fifty among users. The opponents mainly wanted to prevent large media brands from exerting any influence.’
Reddit is also not exactly the ideal place for media brands that mainly want to promote their content. The platform is not a fan of so-called reposted content, which makes it difficult for media brands to attract audiences to their own sites. Van Brouwershaven therefore tells Villamedia that the community remains their main goal: ‘The platform must offer added value for the broadcaster. That's why we ask for input on topics, for example, or why we are accountable for our journalism.’ Thijs Rösken, editor-in-chief of NUjij (the interactive platform of NU.nl), says he has no intention of appearing on Reddit. ‘With NUjij, we have our own unique platform with many active readers, which already fits in well with our interaction with the public, so we have no plans to follow BNNVARA for the time being.’
Deuze also hopes that media brands will primarily use Reddit as an interactive platform. ‘Reddit is a good idea if you want to take a slightly more edgy approach with your content, if you are truly open to the community aspect, and if you actively contribute yourself. However, Reddit is also becoming increasingly commercialised, so “enshittification” is also a risk here!’
