Reddit Overtakes TikTok in the UK thanks to major changes in Google’s search algorithms and a growing preference for human-made content, especially among women and Generation Z users. In a surprising shift in the UK’s digital landscape, Reddit has officially passed TikTok to become the country’s fourth most visited social media platform.
This rapid rise shows how online behavior is changing. Users are moving away from short, algorithm-driven video content and turning toward platforms that offer real conversations, personal experiences, and authentic opinions. Reddit, once known mainly for anonymous and sometimes aggressive discussions, is now being rediscovered as a trusted source of advice and community-driven information.
Google’s Algorithm Update Gave Reddit a Major Boost
One of the biggest reasons Reddit overtakes TikTok in the UK is Google’s recent changes to its search algorithm. Over the past year, Google has started prioritizing what it calls “helpful content,” especially from discussion forums where real people share real experiences.
As a result, Reddit posts now appear more frequently in Google search results. Many users searching for answers about skincare, parenting, fitness, or daily life issues are being directed straight to Reddit threads instead of traditional websites or AI-generated articles.
In addition, Google has signed a deal allowing its artificial intelligence models to be trained using Reddit content. This agreement has further increased Reddit’s visibility, making it one of the most frequently cited sources in Google’s AI-generated summaries. Reddit also has a similar partnership with OpenAI, strengthening its position in the evolving search ecosystem.
Reddit’s Audience in the UK Grew by 88 Percent
According to data from UK communications regulator Ofcom, Reddit’s reach in the UK has grown by an impressive 88 percent over the past two years. Today, nearly 60 percent of UK internet users encounter Reddit, compared to only about one-third in 2023.
This growth places Reddit ahead of TikTok in terms of visits, making it the fourth most visited social media platform in the UK. Company data also shows that the UK is now Reddit’s second-largest user base globally, right after the United States.
Generation Z Is Driving the Change
Reddit overtakes TikTok in the UK largely because of its popularity among younger users. Among internet users aged 18 to 24, Reddit has climbed to become the sixth most visited website. More than three-quarters of users in this age group now visit Reddit regularly.
Just one year ago, Reddit ranked tenth in this category. This sharp rise highlights how Generation Z is changing its online habits. Instead of relying on influencers or AI-written content, younger users are increasingly searching for honest advice from people who have actually lived through similar situations.
Women Are Now a Majority on Reddit UK
Another major factor behind Reddit overtakes TikTok in the UK is the growing number of female users. More than half of Reddit’s UK users are now women, marking a major shift from the platform’s earlier male-dominated image.
Internal research shows that 71 percent of female users in the UK are especially interested in skincare, beauty, and cosmetics. This has led to a surge in traffic to UK-based subreddits focused on these topics.
Reddit’s Chief Operating Officer Jen Wong acknowledged this transformation, stating that Reddit was once mainly associated with gaming and technology communities dominated by men. Today, however, the platform has reached a much more balanced user base, with one-third of UK users being Generation Z women.
Real-Life Advice Matters More Than Perfect Answers
According to Wong, Generation Z users are more open to seeking online advice during major life moments, such as moving out, renting for the first time, planning weddings, or managing personal finances.
Reddit offers a space where people can ask questions like how to budget for a wedding or manage rent costs without judgment. Unlike AI-generated content, Reddit does not provide one perfect answer. Instead, it presents a mix of opinions, experiences, and debates.
“This messiness is the point,” Wong explained. “Reddit doesn’t simplify reality. It reflects it.”
Parenting, Sports, and Football Communities Are Exploding
In the UK, pregnancy and parenting-related subreddits have doubled their membership in just one year. Sports communities are also growing fast, especially those linked to football.
Premier League fans actively discuss matches in club-specific subreddits while games are being played. The main Premier League subreddit alone recorded over one billion additional views in the past year. Women’s football communities have seen similar growth.
Even the UK Government Is Joining Reddit
As Reddit overtakes TikTok in the UK, public institutions are also taking notice. The UK government launched an official Reddit account called UKGovNews, sharing updates on the cost of living, train fares, and immigration policies.
Housing Minister Steve Reed recently hosted a live “Ask Me Anything” session on Reddit, signaling that the platform is now seen as an important channel for public communication.
Reddit Is Not Perfect, and That’s Why It Works
While heated arguments and harsh discussions still exist on Reddit, company officials say this is part of the platform’s culture. Each subreddit has its own rules and volunteer moderators to maintain order.
Reddit’s strength lies in offering an alternative to polished, AI-generated content. It is chaotic, opinionated, and sometimes uncomfortable—but it feels real. And for many users today, that authenticity matters more than ever.