Key facts
- Reddit's global visits fell 13% from October 2025 to October 2026, per analytics firm Similarweb.
- Reddit reported weekly active uniques rose 16% year over year in October, a different measure.
- CEO Steve Huffman said Google AI Overviews are not traffic drivers and search traffic fell meaningfully.
- Huffman said a continued trend could lead to a low double-digit drop in unique visits.
- Reddit is shifting to a mostly logged-in-only experience, where it says its most valuable users are.
- Reddit announced Reddit Reviews, which organizes user product recommendations.
Reddit's global visits fell 13% between October 2025 and October 2026, according to analytics firm Similarweb, as Google's AI Overviews replaced lists of links in search results and reduced referrals to the site. Business Insider reported the figure on November 12, 2026.
Reddit's own reporting gives a different picture. In a recent letter to shareholders, the company said weekly active uniques rose 16% year over year in October. A Reddit spokesperson told Business Insider that its reporting is based on daily and weekly active uniques rather than total visits.
On Reddit's Q3 earnings call, CEO Steve Huffman said Google AI Overviews "are not traffic drivers" and had led to a drop in search traffic. In a letter to investors he said Google search traffic was "down meaningfully" and that if the trend continued it could lead to a low double-digit drop in unique visits. Huffman said: "Search referral trends do not determine our relevancy, and they do not define our future. Logged-in and app DAUq are our most valuable users, and they are our primary focus."
Reddit is moving to a mostly logged-in-only experience because that is where its most lucrative non-logged-in web traffic sits, the kind that took the dip. The change is likely to reduce web traffic further as some visitors are shut out, Business Insider reported.
Reddit's traffic rose 39% from May 2023 to May 2024, according to Similarweb, a period when it licensed its content to Google for AI training in a 2024 deal. The company also announced it would launch Reddit Reviews, which organizes user recommendations for products.