Reddit Overtakes TikTok in UK as Gen Z Fuels Search-Driven Growth

Reddit has overtaken TikTok as Britain’s fourth most visited social media platform, driven by search algorithms and Gen Z users.
The platform now reaches three in five UK internet users, up from one third in 2023, according to Ofcom.
Its UK audience has grown 88% in two years, with the fastest growth among users aged 18 to 24.
More than three quarters of that age group now visit Reddit regularly.
The UK is Reddit’s second largest market after the United States.
Growth followed Google’s algorithm changes prioritising useful discussion forum content in search results.
Deals allowing Google and OpenAI to train AI models on Reddit content increased its visibility further.
Younger users increasingly seek human opinions on topics like parenting, skincare, and sports.
More than half of Reddit’s UK users are women, with strong engagement in lifestyle-focused subreddits.
Sports discussions are expanding, especially around Premier League clubs and women’s football.
Reddit promotes itself as an alternative to AI-generated content, valuing diverse and unfiltered human responses.