Reddit Surges in Popularity to Overtake TikTok in the UK - Thanks to Google's Algorithm?

Reddit has surpassed TikTok as the fourth most-visited social media service in Britain, with an 88% increase in the proportion of UK internet users it reaches over the last two years. This growth is largely driven by its rising popularity among younger internet users, with three in five Brits online now encountering the site. The platform is particularly popular among UK users aged between 18 and 24, with more than three-quarters of this cohort visiting the site, making it the sixth most visited organisation of any kind in this age group. The UK is a significant market for Reddit, with the second largest user base behind the US, according to company records. A change in Google's search algorithms last year to prioritise helpful content from discussion forums has contributed to Reddit's growth. Additionally, a recent deal with Google allows the company to train its AI model on Reddit's content, which is likely to direct more people to its forums. Reddit also has a similar deal with OpenAI, which owns the popular AI chatbot ChatGPT, further increasing its visibility. The platform believes it is benefiting from shifting internet habits, as younger users seek out human-generated reviews and opinions. Reddit's growth is attributed to a combination of these factors, making it a significant player in the UK's social media landscape. Overall, Reddit's popularity is on the rise, and it is likely to continue growing as it adapts to changing internet habits and expands its partnerships with major tech companies.