Platform is now Britain’s fourth most visited social media site as users seek out human-generated content

Reddit, the online discussion platform, has overtaken TikTok as Britain’s fourth most visited social media service, as search algorithms and gen Z have dramatically transformed its prominence.

The platform has undergone huge growth over the last two years, with an 88% increase in the proportion of UK internet users it reaches. Three in five Brits online now encounter the site, up from a third in 2023, according to Ofcom.