TL;DR

Reddit reported 116 million daily active users, up 19% year-on-year, as people increasingly choose human-written community discussion over AI-generated content elsewhere on the web. Women now account for more than 50% of Reddit users in both the US and UK, and it is the fastest-growing social platform among UK women.

Why Reddit is growing

Reddit’s chief operating officer, Jen Wong, attributes the growth to authenticity. “In a world of AI — and there is a lot more AI-driven content that’s really crowded the internet — people recognise that what Reddit offers stands out more,” she said.

The platform’s appeal rests on anonymous, community-moderated discussion organised by topic rather than by follower count or algorithmic recommendation. Popular topics gaining traction include parenting, reality TV, and skincare.

The demographic shift has been significant. Reddit has moved from its early reputation as a forum for gamers and tech enthusiasts to a gender-balanced platform with strong growth among Gen Z women. “We had this reputation of being gamers and tech guys, but now we’re very gender balanced,” said Wong.

AI also drives traffic to Reddit

Reddit is now the most-cited source across AI platforms including Google AI Overviews and Perplexity, according to research commissioned by Reddit and marketing intelligence firm Profound. Deals with AI providers, including OpenAI, have increased the platform’s visibility.

“AI answers and search features can now cite Reddit more often, which reinforces discovery and traffic at the margin,” said Dr Yusuf Oc, senior lecturer in marketing at Bayes Business School in London.

Challenges remain

The platform faces credibility concerns. “Upvotes reward what a community likes, not what is true,” Oc warned, noting risks of echo chambers, brigading, and astroturfing. Moderation quality varies significantly between communities, and volunteer moderators can face pressure from coordinated groups.

Looking forward

Reddit’s growth highlights an emerging counter-trend to AI content proliferation: rising demand for verified human-generated content and authentic community discussion. For UK businesses and marketers, the platform’s expanding and diversifying user base makes it an increasingly relevant channel — but one where traditional polished marketing approaches are likely to be rejected in favour of genuine participation.