Reddit has surged past X (formerly Twitter) and LinkedIn to become the fifth most popular social media platform in the UK, according to Ofcom’s annual report on digital habits.

The platform was visited by 22.9 million UK adults in May 2024, representing a 47% increase compared to the same period in 2023. This growth positions Reddit just behind major platforms like YouTube, Facebook, Instagram, and TikTok.

At the same time, YouTube has overtaken Facebook to claim the top spot in the UK, reaching over 44 million users.

Reddit’s rise has been fueled by multiple factors, including strategic adjustments and shifts in the broader digital ecosystem. A key driver has been a 2024 update to Google’s search algorithm, which significantly increased Reddit’s visibility in search results.

Farhad Divecha, managing director of UK-based digital marketing agency AccuraCast, highlighted this boost, noting that Reddit’s content now appears more prominently in search queries.

“Google’s latest algorithm update in the first half of 2024 gave Reddit a big boost in organic search traffic. I think that has probably contributed a lot,”  Divecha said.

Additionally, Reddit’s decision to limit third-party apps from accessing its content forced users to engage directly with the official platform, bolstering site traffic. The platform’s IPO in March 2024 also garnered significant publicity, bringing new users into its fold.

Reddit’s community-driven appeal—centered on topic-specific forums known as “subreddits”—continues to draw users who prefer niche discussions and specialized content over the generalist approach of other platforms.

A Growing Exodus from X

While Reddit is flourishing, X is grappling with a decline in popularity, seeing its UK user base shrink by 8% since May 2023. The platform has struggled to maintain trust and user engagement under Elon Musk’s ownership, facing widespread criticism over weakened content moderation and the proliferation of misinformation.

This dissatisfaction has sparked a wave of departures among prominent figures, organizations, and news outlets, many citing an increasingly toxic environment and a failure to address disinformation. For example, prominent news organizations, including The Guardian UK, have pulled back from the platform, opting for alternatives that better align with their values and audience engagement goals.

The Rise of Bluesky and Threads

In the wake of X’s decline, competitors like Bluesky and Threads have experienced a surge in growth. Bluesky, a decentralized social platform, has gained attention for its focus on user control and data privacy. Threads, launched by Mark Zuckerberg’s Meta in July 2023, is rapidly positioning itself as a user-friendly alternative to X, attracting individuals and organizations disillusioned with the direction of Musk’s platform.

The influx of users to these platforms highlights a growing apathy toward X, with many users seeking spaces that prioritize trust, community, and authentic interactions over divisive content.

Ofcom’s report paints a broader picture of evolving digital habits in the UK. Misinformation remains a significant concern, with four in ten adults encountering false or manipulated content online. The spread of deepfakes and AI-generated content has further complicated users’ ability to discern authenticity, with one-third admitting they lack confidence in identifying such material.

Conspiracy theories also persist, with three in ten adults subscribing to the belief in a global elite controlling the world or claiming electoral fraud evidence in the UK.

Thus, the decline of X and the rise of alternatives like Reddit, Bluesky, and Threads reflect a shifting social media landscape. Users are increasingly prioritizing platforms that foster authentic, community-driven interactions while addressing concerns about misinformation and toxicity.