Reddit will require logins as AI search cuts its Google traffic
Sorted AI31 OctReddit said on its Q3 earnings call that it is moving to a mainly logged-in experience, starting with tests in select markets outside the US this quarter, with no date yet for a global rollout. It says search referrals fell by more than 1 million a week on average in October as AI answers replace clicks, and warned daily users could fall by a low double-digit percentage next quarter if that continues. The change is also meant to protect its data from AI scraping so it can license it to model makers instead. Revenue still rose 53% year on year to $895 million.
Why it matters: If Reddit threads bring you leads, research or brand discovery, expect fewer people to see them without an account; watch your Reddit referral traffic and plan for a smaller logged-out audience. It is another sign that AI search is cutting clicks for sites of every size.
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