Reddit acquires Dubsmash to boost video presence

The move comes as multiple tech companies seek ways to compete with Chinese video platform TikTok.

Popular online discussion platform Reddit has acquired short-form video social platform Dubsmash for an undisclosed sum. While Dubsmash will maintain its own platform and brand, Reddit aims to bring the teams together to combine the unique creator experience of Dubsmash with its own community growth engine. Dubsmash’s entire team — including the three co-founders, Suchit Dash, Jonas Druppel, and Tim Specht — will join Reddit.

“We are excited to announce that Reddit has acquired short-form video social platform Dubsmash,” announced Reddit on December 13, 2020. Similar to how Reddit is a platform for all to read unique content, Dubsmash also carries a similar mission to bring together communities to give the under-represented users and creators of videos a platform.

The amount at which Reddit bought Dubsmash has not been disclosed yet and most likely will remain so. With the intention to integrate the impressive video making tools of Dubsmash into Reddit so that the users can now express and communicate better. 

“Both Reddit and Dubsmash share deep-rooted respect for how communities come together…Dubsmash elevates under-represented creators, while Reddit fosters a sense of community and belonging across thousands of different topics and passions. It’s clear that our missions closely align and that our community-focused platforms can coexist and grow as we learn from each other,” said the Reddit CEO Steve Huffman expressing his enthusiasm for welcoming the entire Dubsmash team including the co-founders of Dubsmash Suchit Dash, Jonas Drüppel, and Tim Specht.

Reddit first launched Native Video back in 2017. The launch was a huge step forward and seen massive growth in how Reddit users connect and create. The introduction of RPAN or Reddit Public Access Network which is a live streaming service run by Reddit, marked the beginning of video streaming becoming the staple form of expression – music, art, content creators, etc. Reddit claims that Redditors have posted millions of videos which has only been an increase in 2020 by 2x times.

According to a Reddit Blog, Dubsmash’s community mostly consists of young and diverse creators stating that female users account for 70% of the users. 30% of the users log in every day to make new video content which only is evident in the high level of engagement and retention. Dubsmash is best known for its popularity among the Black and Latin content creators and how their dance moves are taken up by the TikTok users without any credits. The Dubsmash app recorded the highest downloads coming second to TikTok.

“In our years of building Dubsmash, we’ve learned how video can spark creativity, unlock interactions, and deepen connections within communities…We want to continue our journey to bring best in class video products to our users, and now Reddit users. We believe in the idea of connecting creators around interests and topics, something Reddit has pioneered, in our growing Dubsmash community,” said the head of Dubsmash Suchit Dash.

The Reddit and the Dubsmash community will be elevated to a better platform with so many more ways to express and connect with the community expanding its reach and growth. 


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