UK Reddit users surge, outpacing X and LinkedIn in the market

Reddit, the popular social news & discussion website, has experienced a significant surge in popularity in the UK, surpassing both X (formerly Twitter) and LinkedIn in terms of user numbers. According to the latest report from Ofcom, the UK communications regulator, Reddit now boasts a monthly reach of 22.9 million users, representing a substantial 47% year-over-year increase.

Despite being around for over 19 years, Reddit has recently witnessed a surge in popularity, particularly among younger audiences around the age 18-34. This growth can be attributed to several factors:

• The Impact of X's Acquisition: The acquisition of Twitter by Elon Musk has led to significant changes in the platform's user experience and content moderation policies. This has driven many users to seek alternative social media platforms, with Reddit emerging as a popular choice.

• Changes to Reddit's API Access: Reddit's decision to introduce a paid API has had a positive impact on the platform's direct traffic. This change has made it more difficult for third-party apps to access Reddit's data, forcing users to visit the website directly.

• Google Algorithm Update: Recent updates to Google's search algorithm have favoured Reddit's content, leading to increased organic traffic and visibility.

While X's advertising business remains superior, Reddit has steadily established itself as a confident advertising channel. The platform's highly engaged user base and targeted advertising capabilities have attracted the attention of advertisers, resulting in a 56% year-over-year growth in advertising revenue in the first quarter of 2024.

As Reddit continues to grow and evolve, it is poised to become a major player in the social media landscape, offering a unique and engaging experience for users and a valuable platform for advertisers.

source: WARC, 2024​