Reddit has overtaken TikTok to become the UK’s fourth most visited social media site.
The shift is driven by changes in search algorithms and rising popularity among gen Z users.
According to Ofcom, Reddit’s UK reach has grown by 88% in two years.
Around three in five UK internet users now visit the platform.
Growth is strongest among 18- to 24-year-olds, with more than 75% using Reddit.
It is now the sixth most visited site overall for that age group.
A key factor has been Google prioritising forum content in search results.
Reddit content also feeds Google’s AI summaries and tools from OpenAI.
Reddit says users increasingly seek human-generated advice on topics like skincare, parenting and football.
More than half of UK users are women, with strong growth in female-focused subreddits.
The platform has also seen major rises in Premier League and women’s football discussions.
Reddit executives say its appeal lies in messy, real conversations rather than polished AI answers.
