Reddit's traffic is down 13%, thanks to Google's AI Overviews
New data from Similarweb reveals Reddit's overall traffic has taken a hit as it combats declining search traffic from Google.
Reddit's online traffic has experienced a significant decline of 13%, primarily due to Google's AI Overviews feature, according to data from analytics firm Similarweb. This decline in search traffic to the platform has prompted Reddit to adopt a mostly logged-in-only approach, focusing on its most valuable users who engage with the site after logging in.
Reddit's CEO, Steve Huffman, has commented on the impact of AI Overviews, stating that they do not drive traffic and have contributed to a decrease in search traffic to the platform. In a letter to investors, Huffman emphasized that search referral trends do not define Reddit's relevance and that logged-in and app daily active users are the primary focus for the company.
The decline in search traffic to Reddit began in 2024, but it skyrocketed in the previous year, growing by 39% from May 2023 to May 2024, before the latest dip. Reddit's strategy of shifting towards a logged-in-only experience is expected to further impact its web traffic as fewer people can access the site without an account. Despite this shift, Reddit remains optimistic about its future, recently announcing the launch of Reddit Reviews, a feature that will showcase user recommendations for products.
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