Reddit has overtaken TikTok to become the UK’s fourth most visited social media site.
Its reach among UK internet users has risen by 88% in two years.
According to Ofcom, three in five UK internet users now visit Reddit.
That figure was just one in three in 2023.
Growth is strongest among 18- to 24-year-olds.
More than 75% of that age group now use the platform.
Changes to Google’s algorithms have boosted Reddit’s visibility.
Search results now prioritise discussion forums with human-generated content.
Reddit has also signed data deals with Google and OpenAI.
Its content is frequently cited in AI-generated search summaries.
The platform is increasingly popular with women and gen Z users.
Many use it for advice on topics such as skincare, parenting and housing.
Sports discussion has also surged.
Premier League-related forums recorded more than a billion additional views last year.
Reddit says its appeal lies in unfiltered, human conversation.
Executives position it as an alternative to AI-generated content online.
