Reddit has overtaken TikTok to become Britain’s fourth most visited social media site.
The shift reflects changing search algorithms and growing appeal among younger users.
According to Ofcom, Reddit’s UK reach has risen 88% in two years.
Three in five UK internet users now encounter the platform.
Usage is growing fastest among 18- to 24-year-olds.
More than three-quarters of that group now visit Reddit regularly.
A key driver has been changes to Google search rankings.
Discussion forums are now prioritised as “helpful” content.
Reddit has also signed data deals with OpenAI and Google.
Its posts are frequently cited in AI-generated search summaries.
The platform is increasingly popular with women and gen Z users.
Many seek human advice on topics like skincare, parenting and housing.
Sports discussion is another growth area, including Premier League and women’s football forums.
Reddit says its appeal lies in unfiltered, human conversation rather than polished AI answers.
