AS SEARCH TRAFFIC DRIES UP, REDDIT ANNOUNCES IT'S SHIFTING TO A LOGGED-IN EXPERIENCE

Summary from the TLDR Marketing newsletter

Reddit is shifting toward a primarily logged-in experience as AI-powered search reduces traffic from Google and other search engines. The move aims to limit AI scraping and encourage data-licensing deals while giving Reddit more user data to personalize feeds and target ads. Search referrals fell by more than 1M per week in October, while daily active users in the US dropped 2% year over year to 50.7M. Reddit will test the change in select markets outside the US in Q4.