Reddit has overtaken TikTok to become the UK’s fourth most visited social media site.
Its reach among UK internet users has grown by 88% in two years, according to Ofcom.
Three in five people online in Britain now visit Reddit.
Growth is strongest among 18- to 24-year-olds, with more than 75% using the platform.
Analysts link the rise to changes in Google’s algorithms, which now prioritise forum content.
Deals allowing Reddit content to train AI models for Google and OpenAI have also increased visibility.
Younger users are drawn to human-generated advice on topics like skincare, parenting and sport.
More than half of Reddit’s UK users are women, challenging its old tech-focused image.
UK-based subreddits on parenting and football have seen rapid growth.
The platform is positioning itself as an alternative to AI-generated content.
