Reddit has overtaken X (formerly Twitter) to become the fifth most popular social media platform in the UK, according to Ofcom, the UK’s communications watchdog. In May 2023, Reddit attracted 22.9 million UK adult visitors, surpassing X’s 22.1 million. This milestone makes Reddit the fastest-growing large social media platform in the UK, with a 47% increase in visitors compared to the same period last year. This surge allowed Reddit to climb above both LinkedIn and X in the rankings, while YouTube claimed the top spot, overtaking Facebook with over 44 million adult users.
Reddit’s growth has been attributed to several factors. Ofcom noted that updates to Google’s search engine may have improved visibility for Reddit threads. Additionally, changes to how third-party apps access Reddit content reportedly drove users to the platform’s website. Publicity surrounding Reddit’s stock market flotation in March 2023 may have also contributed to its rise in popularity. The platform’s devoted community of users, known as Redditors, further underscores its appeal as a forum for in-depth, topic-based discussions.
In contrast, X experienced an 8% decline in its reach over the same period. The platform has faced criticism over content moderation policies following Elon Musk’s acquisition in 2022. Moreover, the launch of Threads, a rival social media app by Meta, in July 2023 has intensified competition. These challenges have seemingly impacted X’s ability to retain its user base in the UK.
Why is this important?
The findings are part of Ofcom’s annual report on the nation’s digital habits, which highlights broader online trends and concerns. The report revealed that misinformation remains a significant issue, with four in 10 UK adults encountering false information or deepfakes online.
Additionally, the report highlighted concerns over artificial intelligence, with one-third of UK adults expressing a lack of confidence in identifying AI-generated content, including images, audio, and video. These findings underscore the evolving digital landscape in the UK, with platforms like Reddit gaining traction while misinformation and AI-related challenges shape public perception and online behavior.