"Reddit has become very diverse"
Reddit has overtaken TikTok to become Britain’s fourth most visited social media service, as search algorithms and Gen Z habits reshape how people find information online.
The discussion platform has seen rapid growth over the past two years. It now reaches 60% of UK internet users, up from just over a third in 2023, according to Ofcom. That represents an 88% increase in reach.
Growth has been strongest among younger users. Reddit is now the sixth most visited organisation of any kind among UK users aged 18 to 24, up from tenth a year earlier. More than three-quarters of people in that age group now visit the site.
The surge marks a major shift in how the platform is perceived. Its forums were once widely associated with hostile exchanges between largely anonymous users.
Today, the UK is one of Reddit’s strongest markets. It has the second largest user base globally, behind only the United States, according to company records.
Several factors have driven the rise.
A change to Google’s search algorithms in 2024, which prioritised helpful content from discussion forums, appears to have played a significant role. Reddit content now ranks more prominently in search results.
A recent deal with Google has also boosted visibility. The agreement allows Google to train its AI models on Reddit’s content.
Reddit is now the most-cited source in Google AI overviews, increasing the likelihood that users are directed to its forums.
The company has a similar agreement with OpenAI.
Reddit believes shifting internet habits are also key.
Younger users are increasingly seeking human-generated opinions rather than polished influencer content. Topics such as parenting, skincare and sport are driving engagement.
More than half of Reddit’s UK users are women.
Internal research suggests 71% of women on the platform have a personal interest in skincare, beauty and cosmetics.
That has led to higher traffic across UK-based subreddits focused on those subjects.
Jen Wong, Reddit’s chief operating officer, said:
“Reddit started with this perception, rightfully so, for a male skew – gaming and tech as the anchor.
“Reddit has become very diverse – it is gender-balanced in the UK now… what’s interesting is that one in three are gen Z women on the platform.
“Gen Z are very open to looking online for advice around these life stage moments, like leaving home and renting for the first time, which happens a little bit later for some of this generation.
“It’s a very safe place to ask questions about balancing a cheque book, or how to pay for a wedding.”
UK subreddits focused on pregnancy and parenting have doubled in size over the past year.
Sport has also emerged as a major driver.
Many Premier League supporters now watch matches while logged into their club’s subreddit. The Premier League subreddit alone has recorded more than a billion additional views over the past year, according to company records.
Women’s football has seen particularly strong growth. Subreddits covering Arsenal Women and the Lionesses have doubled their views in the past year.
Reddit appears to be filling gaps in coverage left by traditional media.
The platform has also attracted political attention.
The UK government launched its own account, UKGovNews, in the past year. Posts have covered the cost of living, rail fares and immigration.
Despite its growth, confrontational exchanges remain common. Wong said this was part of Reddit’s culture, but stressed that individual communities set their own rules.
She continued:
“Reddit is really honest and I think that’s one of the things that makes Reddit.”
“Every person who joins Reddit is a moderator, because you get to vote up or down on a post – and a down vote is incredibly powerful. ‘Be civil’ is one of the most common rules in communities.”
Wong said Reddit was focused on encouraging users to visit the platform directly, rather than arriving through search. She also positioned it as a counterweight to AI-generated content.
She added: “You see these accidents of AI slop and AI advice – Reddit doesn’t have that.
“It’s not clean. It’s messy, in that it has lots of different pieces of advice that you have to sift through. It’s not manicured down to one answer for you, but that’s kind of the point.”
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