Reddit Overtakes TikTok as UK Users Shift Search Habits

Key Highlights:

• Reddit has surpassed TikTok to become the UK’s fourth most visited social media platform, according to Ofcom data.
• Changes in Google’s search algorithms and the use of AI-powered discovery have significantly increased the visibility of Reddit’s discussion forums.
• Gen Z users are increasingly turning to Reddit for advice-driven searches on topics ranging from skincare to housing and sports.

Reddit has overtaken TikTok to become the UK’s fourth most visited social media platform, as changes in search algorithms and shifting Gen Z behaviour push users toward discussion-based content over short-form video.

Reddit Overtakes TikTok in the UK as Search Algorithms and Gen Z Habits Drive Growth

The online forum platform has experienced rapid growth over the past two years, with the share of UK internet users who encounter Reddit increasing by 88%, according to data from the media regulator Ofcom. Around three in five people online in Britain now use or visit Reddit, up from just one in three in 2023.

The surge has reshaped Reddit’s standing in the UK digital landscape, where it was once viewed as a niche platform dominated by anonymous and often confrontational discussions.

Younger Users Are Driving the Shift

Reddit’s growth has been fastest among younger users, particularly those aged 18 to 24. Ofcom data shows that the platform is now the sixth most visited organisation of any kind among that age group, having climbed from tenth place a year earlier. More than 75% of UK users in this cohort now visit Reddit.

Reflecting a broader change in how younger internet users search for information. Rather than relying on influencer-led content or algorithmic recommendations, many Gen Z users are increasingly turning to online forums to seek advice, compare experiences, and read opinions from other users.

Google’s Search Changes Played a Key Role

A major factor behind Reddit’s growing visibility has been changes to Google’s search algorithms. Last year, Google updated its systems to prioritise “helpful content,” giving more prominence to discussion forums and user-generated answers in search results.

As a result, Reddit threads are now more likely to appear when users search for questions such as product reviews, health concerns, or everyday problems. This significantly increases traffic to the platform, particularly from users who may not have previously visited Reddit directly.

Reddit has also signed agreements allowing Google and OpenAI to utilise its content for training artificial intelligence models. According to multiple reports, Reddit is now one of the most frequently cited sources in Google’s AI-generated search summaries, which has further boosted visibility and user visits.

A Platform Becoming More Mainstream

The UK has become one of Reddit’s strongest markets globally. Company figures show Britain is now Reddit’s second-largest user base after the United States.

The platform’s audience has also diversified. More than half of Reddit’s UK users are women, according to internal research, challenging long-standing perceptions that the site primarily attracts male users focused on gaming and technology.

Views on the main Premier League subreddit rose by more than a billion over the past year, according to company data. Subreddits dedicated to women’s football, including those focused on Arsenal Women and the England Lionesses, have also seen sharp increases in engagement.

From Online Forums to Public Discourse

Reddit’s growing prominence has begun to extend beyond social media users. Over the past year, the UK government launched an official account on the platform, UKGovNews, sharing updates on topics such as the cost of living, rail fares, and immigration policy.

Senior officials have also begun engaging directly with users. Housing secretary Steve Reed recently hosted a public “ask me anything” session, a format commonly used on Reddit to allow open questioning from the public, as reported by The Guardian.