January 5, 2026 Reddit has overtaken TikTok to become Britain’s fourth most visited social media platform, according to new data from media regulator Ofcom. The shift, driven by changes in search algorithms and a surge in use among younger audiences, marks a major reversal for a site once seen as niche and combative.
Ofcom figures show that Reddit now reaches three in five UK internet users, up from just one in three in 2023 – an 88 per cent increase in reach over two years. Among 18- to 24-year-olds, growth has been even sharper. Reddit is now the sixth most visited organisation of any kind for that age group, up from 10th place a year earlier, with more than three-quarters of young adults using the platform.
The UK has emerged as a key growth market. Company records show it is now Reddit’s second-largest user base globally, behind only the United States. Even the UK government has joined the platform, launching an official account and hosting public “ask me anything” sessions.
Several factors have driven the rise, but one of the most significant appears to be Google’s overhaul of its search algorithms last year. The changes prioritised “helpful” content from discussion forums, pushing Reddit threads higher in search results. That effect has been amplified by Reddit’s deal with Google to allow its content to be used to train AI models. Reddit is now the most-cited source in Google’s AI overviews, increasing the likelihood that users land directly on its forums. A similar licensing agreement exists with OpenAI.
The platform is also benefiting from changing online habits, particularly among younger users who are increasingly wary of influencer content and AI-generated recommendations. Many are turning instead to human-written opinions on topics such as skincare, parenting, housing and sports.
More than half of Reddit’s UK users are women. Internal company research suggests 71 per cent of UK women on the platform have a personal interest in skincare, beauty and cosmetics, driving rapid growth in UK-specific subreddits. Pregnancy and parenting communities have doubled in size over the past year.
Jen Wong, Reddit’s chief operating officer said Reddit is positioning itself as an alternative to algorithmically polished content. “You see these accidents of AI slop and AI advice – Reddit doesn’t have that. It’s not clean. It’s messy… but that’s kind of the point,” she said.
