Reddit has surged past TikTok to become one of the most visited social media platforms in the United Kingdom, driven by changes to search algorithms and strong adoption among younger users, The Guardian reported. According to data from Ofcom, Reddit’s reach in the UK increased by 88% over two years, making the forum-style platform the fourth most visited social site in the country.

Three in five UK internet users now visit Reddit, up from about one third in 2023. The biggest spike in visits came from people aged 18–24, where Reddit now ranks as the sixth most visited site of any kind in that age group.

🔍 Search Algorithms Fuel Growth

Industry observers and Reddit executives say that changes to Google’s search algorithms helped drive the surge. Last year, Google adjusted its systems to prioritise content from discussion forums in search results. This shift made Reddit threads more visible when users search for answers and opinions, increasing referral traffic to the platform.

In addition, Reddit has partnerships with major AI companies that include training AI models on its content. As Reddit appears more frequently in AI-generated overviews and summaries, more users are discovering the site through search-related channels.

👩‍💻 Platform Appeals to Gen Z and Women

Reddit’s user base in the UK has evolved beyond its early roots in gaming and technology discussions. According to company data, more than half of Reddit’s UK users are women. Subreddits related to parenting, pregnancy, skincare and beauty have grown rapidly. In fact, internal research shows that about 71% of women users in the UK engage with beauty and skincare forums.

The platform has also seen increased engagement around sports topics, including the Premier League and women’s football. Some community forums have doubled in traffic over the past year.

🏛️ Government and Public Engagement

Even the UK government has taken notice. Officials launched an official account on Reddit to share information on public issues, such as cost-of-living updates, rail ticket pricing, and immigration policy. One recently hosted interactive “ask me anything” session with the Housing Secretary.

While some confrontational exchanges still occur on the platform, Reddit’s community-moderated structure continues to attract users looking for human-generated content and diverse perspectives.

⚖️ What This Means for Social Media Trends

Experts say Reddit’s rise in the UK reflects broader shifts in how people seek information online. Younger users in particular seem to value community discussions and personal experiences over short-form video feeds or algorithmically curated content.

As search engines and AI models increasingly highlight forum content, Reddit’s visibility in search results may continue to grow. This could further challenge platforms like TikTok in markets where discovery through search plays a strong role.