Reddit has overtaken TikTok to become the fourth most visited social media platform in the United Kingdom, reflecting a substantial shift in digital habits among internet users and particularly Generation Z. New data shows that Reddit’s reach in the UK has expanded by nearly ninety per cent over the past two years, now engaging three in five British internet users, up from one in three in 2023, according to the communications regulator Ofcom.

Its rise positions it ahead of TikTok and other social networks in terms of visits, underlining rapid changes in how people discover and consume online content.

This growth is especially pronounced among younger users.

Among 18–24-year-olds, Reddit is now the sixth most visited destination of any kind, climbing from tenth place a year earlier, with more than three out of four in that age range now visiting the platform regularly.

The surge in popularity follows significant adjustments to search engine algorithms that have elevated Reddit’s forum content in search results, making discussion threads and peer-to-peer advice more visible to users seeking detailed information and diverse viewpoints.

A partnership between Reddit and major artificial intelligence developers has also boosted its presence: Reddit has become a widely cited source in AI overview tools, helping direct more users to its forums.

The platform’s appeal has broadened beyond its traditional roots in gaming and tech communities.

It now attracts a more gender-balanced audience, with internal research indicating that more than half of UK Reddit users are women, many drawn by discussions on lifestyle topics such as skincare, beauty and parenting.

Subreddits dedicated to pregnancy, parenting, and Premier League football have seen rapid expansion.

Reddit’s chief operating officer highlighted the value of authentic, community-driven contributions that contrast with algorithm-generated answers, noting that Reddit’s voting and moderation systems allow users to shape the prominence of content.

The UK government has taken note of the platform’s growing influence, establishing an official Reddit account to engage the public on issues from cost of living to transport and immigration.

While confrontational exchanges persist on Reddit, the platform’s structure emphasises community standards enforced by volunteer moderators.

The shift in social media usage in the UK reflects broader changes in how younger people search for information and interact online, with community forums and social platforms increasingly complementing or replacing traditional search engines as points of discovery.