Reddit overtakes X as the most popular social media platform in the UK

Reddit, the popular online discussion platform, has climbed the ranks to become the fifth most-used social media platform in the UK, overtaking X (formerly Twitter). According to the UK’s communications regulator Ofcom, Reddit attracted 22.9 million adult visitors in May 2024, edging past X, which had 22.1 million users during the same period.

This milestone highlights Reddit’s remarkable growth, with a 47 per cent increase in users compared to May 2023. The platform now sits behind YouTube, Facebook, Instagram, and TikTok in the UK’s social media standings. Notably, YouTube surpassed Facebook to claim the top spot, with over 44 million users.

Factors driving Reddit’s rapid rise

Several factors seem to have contributed to Reddit’s surge in popularity. A significant boost came from Google’s search algorithm updates earlier this year, which increased Reddit’s visibility in organic search results. Experts believe this change played a crucial role in driving more traffic to the platform.

Ofcom also suggested that modifications to how third-party apps interact with Reddit’s content may have pushed users to rely more on its website and official app. Publicity around Reddit’s stock market flotation in March 2024 might have further amplified its profile, drawing new users to its communities.

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X faces declining popularity amidst challenges

While Reddit’s user base grew, X experienced an 8 per cent decline in UK users over the same period. The platform has faced criticism since Elon Musk’s takeover in 2022, with concerns over its content moderation standards. Additionally, it has struggled to retain its user base in the face of competition from Meta’s Threads, launched in July 2023 as a direct rival.

X’s challenges are reflective of broader shifts in the digital landscape, with users seeking platforms that better cater to their needs and expectations.

Misinformation and AI concerns dominate UK’s digital trends

Ofcom’s annual report into digital habits also highlighted the increasing prevalence of misinformation online. Four in ten UK adults reported encountering misinformation or deepfakes, with many struggling to discern authentic content from that generated by artificial intelligence. Around one-third admitted to lacking confidence in identifying AI-manipulated media.

The survey also revealed that belief in conspiracy theories persists, with three in ten adults subscribing to the idea of a powerful group controlling global events and similar numbers believing in electoral fraud in the UK.

As digital platforms evolve, these findings underscore the need for stronger media literacy and transparency to help users navigate the complexities of the online world.