Reddit overtakes TikTok in UK as search changes and Gen Z drive visits

Reddit has become Britain's fourth most visited social media site, reaching three in five UK internet users after an 88% rise over two years, and its growth has been fastest among 18–24-year-olds. Changes to search algorithms and data deals with Google and OpenAI are cited as key factors behind the surge.

Reddit has risen to become the fourth most visited social media service in the UK, overtaking TikTok as more people encounter its forums. The platform's reach in Britain has grown sharply in the last two years, and the change is notable because it represents a move toward discussion-based, human-generated content. Observers point to changes in how search engines treat forum content and to data agreements with AI companies as part of the explanation. The site's user base in the UK also looks different than in earlier years, with a larger share of women and heavy usage among Gen Z. Key facts: - Ofcom data cited in the article says Reddit's reach in the UK rose by about 88% over two years, and roughly three in five online Britons now encounter the site, up from about a third in 2023. - The platform is said to be growing fastest among 18–24-year-olds; it moved from the 10th to the 6th most visited organisation for that age group in one year, with more than three-quarters of that cohort visiting it. - The article identifies a change in Google's search algorithms last year to favour helpful forum content and recent data deals that allow Google and OpenAI to train AI models on Reddit content as important drivers of increased referrals. - Reddit's internal research, noted in the article, indicates more than half of UK users are women and that many female users show strong interest in topics such as skincare and parenting; UK subreddits on pregnancy and parenting have doubled in size over the past year. - Company records cited in the article point to increased engagement with sports communities, including a billion-plus rise in views for the Premier League subreddit and growth in subreddits covering women's football. Summary: The shift has increased Reddit's prominence in the UK internet landscape and changed who is using the platform, particularly among younger and female users. Undetermined at this time.