Global media, social, and consumer intelligence provider, Meltwater, has announced the expansion of its partnerships with social platforms X and Reddit. The move aims to bolster Meltwater's media intelligence offerings, providing customers with access to diverse and authentic online conversations. This development comes at a time when engagement with X and Reddit is on the rise in the Australian market.

Data from the July 2024 Meltwater Global Digital Trends report shows Reddit ranking third globally in potential ad reach among users aged 13 and older. Australian users are reportedly spending an average of 3 hours and 14 minutes monthly on the app. The same report found that Australian users are increasingly active on X, spending an average of 3.1 hours per month, up from 2.44 hours from the previous quarter.

As part of the expanded partnership with X, Meltwater has secured resyndication rights and is now the first partner in the western hemisphere to deliver full-text content via API. Under the enhanced partnership with Reddit, Meltwater customers will be able to tap into public conversations across Reddit's 100,000+ active communities.

"As our longstanding relationships with X and Reddit evolve, we are excited to deepen our collaborations with both platforms. This milestone partnership with X allows our customers to access extensive content and real-time insights, while our expanded access to Reddit’s full firehose of content enables them to tap into a vast wealth of public conversations. Together, these developments highlight the growing significance of both platforms as essential tools for brands to connect with Australian audiences and provide our clients with critical data for informed decision-making and effective marketing strategies in today's fast-paced environment." said Ross Candido, VP AUNZ Meltwater