In the U.K., Reddit is king

Reddit is now the fourth most visited social media platform in the U.K., overtaking TikTok. 

The online discussion platform has seen immense growth over the past two years, reaching 88% more internet users in the U.K., thanks to a combination of shifting search algorithms and social media habits. 

Three in five Brits now encounter the site while online, according to Ofcom, up from a third in 2023. The U.K. now has the second largest user base behind the U.S., according to company records shared with the Guardian.

Reddit has also witnessed a drastic demographic change over the same period. More than half of the platform’s users in the U.K. are now women and one-third are Gen Z women, many of whom turn to the platform for forums dedicated to skincare, beauty, and cosmetics. 

A change in Google’s search algorithms last year, prioritizing content sourced from discussion forums, is partly behind the platform’s growth. Reddit has since become the most-cited source for Google AI overviews, after inking deals with Google and OpenAI, placing the platform at the lucrative intersection of traditional search and AI discovery. 

That’s combined with the ways we search online evolving in recent years. Many internet users bypass Google altogether and instead seek out human-generated reviews and opinions on platforms like TikTok, YouTube, or Reddit. 

“Gen Z are very open to looking online for advice around these life stage moments, like leaving home and renting for the first time, which happens a little bit later for some of this generation,” Jen Wong, Reddit’s chief operating officer, told The Guardian. “It’s a very safe place to ask questions about balancing a cheque book, or how to pay for a wedding.”

Rival platforms like YouTube and Facebook have become subsumed with AI-generated slop, and the percentage of Americans using X since Elon Musk took over has dropped drastically—since overtaken by Reddit—according to new findings from Pew Research. 

Here, Reddit stands out as one of the last remaining platforms that holds a semblance of the small community-run forums of the early internet. Users follow topics of interest rather than influencers. Everyone is anonymous rather than at the mercy of an algorithm. 

Rather than offering answers it thinks users want to hear, or serving an endless stream of spam, bots and slop, the human-centred discussion threads that remain at its core invite curiosity—the foundation the internet was built upon in the first place.