Reddit Surges Past TikTok to Become Britain’s fourth Most-visited Social Media Service

Reddit’s quiet ascent in Britain is beginning to look less like a niche internet story and more like a structural shift in how people find information, form opinions, and spend time online.

Once dismissed as a chaotic corner of the web dominated by anonymous arguments and male-skewed tech culture, the platform has surged past TikTok to become Britain’s fourth most visited social media service. In just two years, the share of UK internet users encountering Reddit has jumped by 88%, according to Ofcom, with three in five people online now visiting the site, up from roughly one in three in 2023.

The speed of that growth, and who is driving it, marks a sharp break from Reddit’s past reputation.

The transformation is being led by younger users. Among Britons aged 18 to 24, Reddit has climbed to become the sixth most visited organization of any kind, up from tenth just a year earlier. More than three-quarters of people in that age group now use the platform. For a generation often assumed to be anchored to short-form video apps, the rise of a text-heavy, discussion-driven site signals a shift in what younger users value online.

Britain has emerged as a standout market. Company records show the UK is now Reddit’s second-largest user base globally, behind only the United States. That scale matters, not just for advertisers, but for how influence and agenda-setting on the internet increasingly work. Reddit discussions now shape search results, inform AI-generated answers, and, in some cases, spill directly into mainstream political and cultural debates.

One of the most important accelerants has been a change in Google’s search algorithms. Last year, Google began prioritizing what it defined as “helpful” content, giving greater prominence to discussion forums where real users share first-hand experiences. The effect has been profound. Searches for everything from consumer products to personal advice are now more likely to surface Reddit threads, pulling new users into the platform, often unintentionally at first.

That exposure has been reinforced by Reddit’s commercial deals with major AI companies. A recent agreement allowing Google to train its AI models on Reddit’s content has made the platform the single most cited source in Google’s AI overviews. Similar arrangements exist with OpenAI, whose chatbot ChatGPT is now one of the most widely used entry points to online information. Each AI-generated summary that points back to Reddit increases the likelihood that users end up scrolling through its forums, rather than polished brand websites or influencer posts.

At the same time, Reddit appears to be benefiting from a deeper shift in internet habits, particularly among younger users. There is growing skepticism about influencer marketing, sponsored reviews, and algorithmically optimized content. In response, many users are actively seeking out human-generated opinions that feel unfiltered, contradictory, and grounded in lived experience. Reddit’s messy, often argumentative structure has become an asset rather than a liability.

This change is also reshaping the platform’s demographics. More than half of Reddit’s UK users are now women, a significant milestone for a site long associated with male-dominated subcultures. Internal company research shows 71% of UK women on Reddit have a personal interest in skincare, beauty, and cosmetics, driving traffic to UK-specific subreddits focused on those topics. Parenting, pregnancy, and relationship forums have also expanded rapidly, with UK subreddits in those areas doubling in size over the past year.

Jen Wong, Reddit’s chief operating officer, said the platform has outgrown its early identity. She acknowledged its roots in gaming and tech but described a far broader ecosystem today, particularly in the UK, where she says the platform is now gender-balanced. One in three UK Reddit users is a Gen Z woman, according to the company, a statistic that would have been almost unthinkable a decade ago.

Wong argues that Reddit’s appeal lies in its role as a low-judgment space for navigating life transitions. Younger users, she said, are comfortable asking basic or sensitive questions online, from managing personal finances to planning weddings. For a generation facing delayed milestones such as leaving home or starting families, Reddit offers peer-to-peer guidance without the pressure of public self-presentation that dominates other social platforms.

The site’s growth is not limited to advice and lifestyle content. Sports fandom has become a major driver of engagement. Supporters of Premier League clubs increasingly watch matches while simultaneously posting in team-specific subreddits, turning live games into shared online experiences. The main Premier League subreddit alone has recorded more than a billion additional views in the past year.

Women’s football, which still receives less consistent mainstream coverage than the men’s game, has found an especially active audience on Reddit. Views of subreddits dedicated to Arsenal’s women’s team and England’s Lionesses have doubled over the past year, creating alternative spaces for analysis, debate, and community that traditional media outlets have often failed to provide.

As Reddit’s prominence has grown, institutions have begun to take notice. The UK government launched its own official account, UKGovNews, within the past year, using the platform to post about cost-of-living issues, rail fares, and immigration policy. Senior figures, including the housing secretary Steve Reed, have hosted “ask me anything” sessions, a sign that Reddit is now seen as a serious channel for public engagement rather than a fringe forum.

Yet the platform has not shed its confrontational edge. Heated arguments, blunt language, and ideological clashes remain easy to find. Wong describes this as intrinsic to Reddit’s culture, but insists it is tempered by community-level moderation. Each subreddit sets its own rules, enforced by volunteer moderators and by Reddit’s voting system, where downvotes can quickly bury posts deemed unhelpful or abusive. Civility rules, she says, are among the most common across communities.

Strategically, Reddit is now trying to shift user behavior again, encouraging people to come directly to the platform rather than arriving via search engines or AI tools. Wong positions Reddit as an antidote to what she calls the rise of low-quality, AI-generated content flooding the web. Unlike single, authoritative answers produced by machines, Reddit offers competing perspectives that users must evaluate for themselves.

That lack of polish, she argues, is the point. Reddit is not designed to deliver a clean, final answer. It exposes uncertainty, disagreement, and context, qualities that are increasingly rare in an internet shaped by automation and optimization.

Taken together, Reddit’s rise in Britain reflects more than the success of one platform. It highlights how search engines, AI systems, and user distrust of curated content are reshaping the digital landscape. In a crowded social media market, Reddit has turned its rough edges into a competitive advantage, positioning itself as a place where people still talk to each other, rather than at each other through algorithms.