tech
January 3, 2026
Reddit overtakes TikTok in UK thanks to search algorithms and gen Z
Platform is now Britain’s fourth most visited social media site as users seek out human-generated content
TL;DR
- Reddit is now the UK's fourth most visited social media service, surpassing TikTok.
- The platform has seen an 88% increase in UK internet users it reaches.
- Reddit's popularity is growing fastest among UK internet users aged 18-24.
- Changes in Google's search algorithms to prioritize forum content are a significant driver.
- Deals with Google and OpenAI for AI model training have boosted Reddit's visibility.
- Younger users are increasingly seeking human-generated reviews and opinions on Reddit.
- More than half of Reddit's UK users are women, with strong interest in skincare and beauty.
- Gen Z women are a significant demographic, using Reddit for advice on life stages.
- UK subreddits on pregnancy and parenting have doubled in size.
- Premier League clubs' subreddits and women's football discussions are seeing increased traffic.
- Reddit is positioned as an antidote to AI-generated content, offering diverse and sometimes messy advice.
- The UK government has established an account on Reddit, with a housing secretary holding an 'ask me anything' session.
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