Reddit has surpassed X (formerly Twitter) to become the fifth most popular social media platform in the UK, according to a report by Ofcom, the UK’s communications regulator. The platform attracted 22.9 million UK adult visitors in May 2024, compared to X’s 22.1 million, marking a significant milestone in Reddit’s growth trajectory.
The data reveals Reddit as the fastest-growing major social media platform in the UK, with a 47% increase in usage compared to the same period in 2023. This surge in popularity propelled Reddit past both X and LinkedIn, while YouTube maintained its top spot, overtaking Facebook with a reach of over 44 million adults.
Factors Behind Reddit’s Growth
Reddit’s rise appears to be driven by multiple factors. Farhad Divecha, managing director of digital marketing agency AccuraCast, attributed the platform’s growth to improvements in Google’s search engine algorithms. “Google’s latest algorithm update in early 2024 significantly boosted Reddit’s organic search traffic,” Divecha explained.
Ofcom suggested additional contributors, including changes to third-party app policies that pushed more users to the official Reddit site, as well as heightened visibility following the platform’s stock market flotation in March 2024.
X Faces Decline Amid Challenges
While Reddit grew, X experienced an 8% decline in UK reach over the past year, according to Ofcom. The platform has faced criticism over content moderation policies since Elon Musk’s acquisition in 2022 and increasing competition from Meta’s Threads, which launched in July 2023 as a direct rival.
The shift highlights the evolving dynamics of social media in the UK, with platforms like Reddit gaining prominence by capitalizing on a mix of organic growth and external factors.