📝Reddit Overtakes TikTok — as of early 2026, Reddit has overtaken 📝TikTok as the fourth most-visited social platform in the UK, reaching roughly 60% of the population. The shift marks a significant change in digital consumption patterns and signals Reddit's expansion beyond its traditional North American base.
Key Data
- 88% growth in UK reach over two years
- Three-fifths of UK internet users now encounter Reddit (up from one-third in 2023)
- Among 18-24 year-olds, Reddit jumped from 10th to 6th most-visited organization of any kind in a single year
- More than half of UK Reddit users are women — 71% of women on the platform have interest in skincare, beauty, and cosmetics
- Drivers: "flight to authenticity" by users, migration of news and sports communities from 📝X (Twitter), and 📝Google's algorithm changes prioritizing forum content in search
- Reddit partnered with Aleph for 45+ international markets — 2026 is the year to establish global presence before competition catches up
What This Means for Brands
Reddit's audience is diversifying beyond the platform's traditional demographic. The UK data — majority female, strong beauty/cosmetics interest, rapid growth among Gen Z — challenges the assumption that Reddit is primarily a platform for male tech enthusiasts. Brands in fashion, beauty, food, and lifestyle verticals should be paying attention. See 📝Reddit for Business.
The ascent feels like a return to a more "human" internet — moving away from the curated aesthetic of influencer culture toward the utilitarian grit of old-school forums. Reddit's growth isn't happening despite its lack of a "follow" culture. It's happening because of it.
References
- Is Reddit the future of social media? (unherd.com)
- Reddit overtakes TikTok in UK thanks to search algorithms and gen Z (theguardian.com)