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’s growth cements its position as the fastest-growing large social media platform in the country.
Key Statistics and Rankings
- Reddit’s Reach: In May 2024, Reddit attracted 22.9 million UK adult visitors, compared to 22.1 million on X.
- Growth Rate: Reddit experienced a 47percent year-over-year increase in users, overtaking both LinkedIn and X in the UK social media rankings.
- Top Platforms: YouTube now leads the UK social media rankings with over 44 million adult users, surpassing Facebook.
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Factors Driving Reddit’s Popularity
- Google Algorithm Updates: Farhad Divecha, managing director at digital marketing agency AccuraCast, attributed Reddit’s surge in traffic to Google’s algorithm update in early 2024, which boosted the platform’s organic search visibility.
- Third-Party App Changes: Ofcom speculated that alterations in how third-party apps access Reddit content have driven more users to the official site.
- Stock Market Publicity: Reddit’s stock market flotation in March 2024 garnered significant attention, further boosting its visibility.
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Challenges for X
- Declining Popularity: X’s UK reach fell by 8percent over the same period, marking a continued decline since its acquisition by Elon Musk in 2022.
- Content Moderation Criticism: The platform has faced backlash over relaxed content moderation standards.
- Increased Competition: X has struggled to compete with Meta’s Threads, launched in July 2023, which positions itself as a direct rival.
Broader Digital Trends in the UK
Ofcom’s annual report on digital habits also revealed:
- Misinformation Concerns: Four in 10 UK adults report encountering misinformation or deepfakes online.
- Conspiracy Beliefs: Three in 10 believe in a single group controlling global events or claim significant evidence of electoral fraud in the UK.
- AI Skepticism: One-third of adults lack confidence in identifying AI-generated content, whether in images, audio, or video.
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Looking Ahead
Reddit’s growth and X’s decline underscore shifting dynamics in the UK’s social media landscape.
As Reddit capitalizes on search engine visibility and platform updates, it is well-positioned to strengthen its foothold among UK users.
Meanwhile, platforms like X face mounting challenges in maintaining user engagement amidst rising competition and public scrutiny.
