Reddit has overtaken TikTok to become the fourth most visited social media platform in the UK, driven by changes to search algorithms and growing popularity among gen Z users, according to Ofcom data. The platform now reaches three in five British internet users, up from a third in 2023, representing an 88% increase in reach over two years.
The site's fastest growth is among younger users, with more than three-quarters of 18- to 24-year-olds now visiting Reddit. It has risen to become the sixth most visited organisation of any kind for that age group, up from 10th place a year earlier. The UK is Reddit's second largest market after the US.
A key factor behind the surge is a change in Google's search algorithms last year, which prioritised content from discussion forums. A deal allowing Google to train its AI on Reddit content has also boosted traffic, as has a similar agreement with OpenAI. Reddit's chief operating officer, Jen Wong, said the platform benefits from younger users seeking human-generated advice on topics such as parenting, skincare and sports.
More than half of Reddit's UK users are now women, with 71% of female users interested in skincare, beauty and cosmetics. Subreddits on pregnancy and parenting have doubled in size over the past year. The Premier League subreddit has grown by over a billion views, and views for women's football subreddits, including Arsenal Women and the Lionesses, have doubled.
Wong positioned Reddit as an antidote to AI-generated content, saying: 'You see these accidents of AI slop and AI advice – Reddit doesn't have that.' She acknowledged the platform's reputation for confrontational exchanges but noted that each subreddit has its own rules and moderators, and that users can vote posts up or down to enforce civility.
