Reddit Surpasses TikTok as UK's Fourth Most Visited Social Media Platform
Reddit has overtaken TikTok to become the fourth most visited social media service in the UK. Over the past two years, Reddit's reach among UK internet users has grown by 88%, with about 60% of Britons online now encountering Reddit, up from 33% in 2023. Among 18-24 year olds, Reddit is now the sixth most visited organisation in the UK, up from tenth, with more than 75% of this age group using the platform.
The UK's Reddit user base is the second largest in the world, after the US, according to company records. This growth has been driven in part by changes to Google's search algorithms, which now prioritise helpful content from forums like Reddit. Reddit also has partnerships with Google and OpenAI, including deals to use Reddit content for AI training. The platform serves as a primary source for Google AI overviews.
Demographically, more than half of UK Reddit users are women, with 71% of these women showing interest in skincare, beauty, and cosmetics. This interest has contributed to increased traffic to related UK subreddits. Related trends include UK subreddits on pregnancy and parenting doubling in size over the last year. Additionally, the Premier League subreddit has garnered over one billion views, and subreddits for Arsenal women's team and the Lionesses have seen their views double.
Reddit aims to drive users directly to its platform and markets itself as an antidote to AI-generated content. The site is known for its identifiable moderation rules and encourages civil discussions, fostering a distinct culture among its users.
