"The platform has undergone huge growth over the last two years, with an 88% increase in the proportion of UK internet users it reaches. Three in five Brits online now encounter the site, up from a third in 2023, according to Ofcom. Its popularity is rising fastest with younger internet users. It is now the sixth most visited organisation of any kind by UK users aged between 18 and 24, up from 10th a year earlier. More than three-quarters of that cohort now visit it."
"A series of factors are behind its rise. However, a change in Google's search algorithms last year to prioritize helpful content from discussion forums appears to have been a significant driver. A recent deal with Google that allows the company to train its AI model on Reddit's content also appears to have provided a boost. Reddit is the most-cited source for Google AI overviews, which is likely to see more people directed to its forums. It has a similar deal with OpenAI, which owns the most popular AI chatbot, ChatGPT."
"The company believes it is also benefiting from shifting internet habits, as younger users seek out human-generated reviews and opinions on issues including parenting, skincare and sports. More than half its UK users are women. Internal company research suggests 71% of women on Reddit in the UK have a personal interest in skincare, beauty and cosmetics, prompting higher traffic for specific UK Reddit forums on those issues, known as subreddits. Reddit started with this perception, rightfully so, for a male skew gaming and tech"
Reddit has increased UK reach by 88% over two years, now reaching three in five online Britons, up from a third in 2023. Growth is strongest among 18–24-year-olds, where Reddit rose from the 10th to the sixth most visited organisation and now attracts over three-quarters of that cohort. The UK is Reddit's second-largest market after the US. Key drivers include a Google search algorithm change favoring forum content, deals allowing Google and OpenAI to train AI on Reddit content, and shifting user habits that favor human-generated reviews on topics such as parenting, skincare and sports. Over half of UK users are women.
Read at www.theguardian.com
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