Reddit has overtaken TikTok to become the fourth most visited social media platform in the UK, driven by changing search behaviour and growing adoption among Gen Z users.
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According to Ofcom, Reddit now reaches around 60% of UK internet users, up from just over a third in 2023, marking an 88% increase in reach over the past two years. Growth has been particularly strong among younger audiences, with the platform now ranking as the sixth most visited organisation among UK users aged 18 to 24, up from tenth place last year. More than three-quarters of people in this age group now visit Reddit regularly.
Once seen as a hub for hostile and anonymous exchanges, Reddit has evolved into a mainstream platform for advice and discussion. The UK is now one of Reddit’s largest markets, second only to the United States.
Several factors have contributed to Reddit’s rise. Changes to Google’s search algorithms in 2024 prioritised content from discussion forums, increasing Reddit’s visibility in search results. Agreements allowing Google and OpenAI to train their AI models on Reddit content have further boosted exposure, making Reddit the most-cited source in Google’s AI overviews.
Shifting internet habits also play a role, with younger users favouring authentic human opinions over polished influencer content. Popular topics include parenting, skincare, and sports, with women now accounting for more than half of UK Reddit users. Internal research shows 71% of women on the platform have a personal interest in skincare, beauty, and cosmetics, driving growth in related subreddits.
Reddit COO Jen Wong said the platform has moved beyond its historically male-dominated image. “Reddit started with a perception—rightfully so—of being male-skewed, with gaming and tech at its core,” she said. “Today, Reddit is gender-balanced in the UK. One in three users are Gen Z women.”
Gen Z users are increasingly turning to Reddit for life advice, from renting their first home to managing finances and planning weddings. UK subreddits focused on pregnancy and parenting have doubled in size over the past year, while sport-related communities have also seen massive growth. The Premier League subreddit alone recorded more than one billion additional views over the last year, with women’s football subreddits, including Arsenal Women and the Lionesses, doubling their views.
Reddit has also attracted political attention. The UK government launched its official account, UKGovNews, last year, sharing posts on topics such as the cost of living, rail fares, and immigration.
Despite its growth, Reddit retains a culture of confrontational exchanges, which Wong says is moderated by the community through voting and rules. “Every person who joins Reddit is a moderator,” she said. “‘Be civil’ is one of the most common rules across communities.”
Wong also highlighted Reddit’s authenticity as an alternative to AI-generated content. “It’s messy, and you have to sift through different viewpoints,” she said. “But that’s the point.”
