New data sheds additional ray on Reddit's hunt traffic woes.
Reddit's traffic dipped 13% in earth visits from October 2025 to October 2026, according to analytics resolute Similarweb. The decrease traffic sent to Reddit from Google hunt has driven Reddit to go (mostly) logged-in-only.
However, Reddit reported in a latest letter to shareholders that the figure of weekly energetic uniques were up 16% twelvemonth complete twelvemonth in October. That's a slightly distinct measure than Similarweb's estimate. A spokesman for Reddit told Business Insider that Reddit's reporting is according to regular and weekly energetic uniques fairly than total visits.
Reddit's traffic has been hurt by the way group are increasingly going to chatbots for answers, and particularly the way that Google increasingly shows group AI Overviews alternatively of a catalog of links.
In Reddit's latest Q3 earnings, CEO Steve Huffman stated that Google AI Overviews "are not traffic drivers" and have led to a autumn in hunt traffic to the site. In a letter to investors, he stated that Google hunt traffic was "down meaningfully" and that if the trend continued it could guide to a low double-digit autumn in distinctive visits.
Reddit's change to a logged-in cognition is since that's anywhere its most lucrative, non-logged-in web traffic (the benevolent that took a dip). Huffman said: "Search referral trends do not decide our relevancy, and they do not define our future. Logged-in and app DAUq are our most precious users, and they are our chief focus."
It wasn't continually this way — in 2024, Reddit made a agreement alongside Google to licence itself for AI training at a period whenever Reddit's hunt traffic was surging gratitude to Google.
Reddit's traffic attempt up 39% from May 2023 to May 2024, according to Similarweb. But as AI Overviews have rotate into additional and additional common and useful, Reddit's traffic has dipped.
Once the logged-in-only cognition starts, web traffic volition apt dip equal more, since several group volition get close out from the site. But Reddit seems to be leaning into anywhere it has the most value for people.
Just this week, the business announced it would be launching Reddit Reviews, which volition arrange person recommendations for products.
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Katie Notopoulos is a elder equal at Business Insider who writes concerning technology, business, and culture.Previously, Katie was a tech newsman at BuzzFeed News and has written for The Atlantic, The New York Times, Fast Company, and MIT Technology Review.
