Reddit Search Traffic Drops 13% Due to Google AI
Reddit is shifting toward a logged-in user experience after Google AI Overviews caused a 13% decline in global search referral traffic.
Global search traffic to Reddit decreased by 13% between October 2025 and October 2026, according to data from Similarweb. CEO Steve Huffman attributed the decline to Google AI Overviews, which provide direct answers to users rather than a list of external links. Huffman stated that these AI features "are not traffic drivers."
In response to the drop in search referrals, Reddit is shifting its strategy toward a logged-in-only experience to prioritize its most valuable users. Huffman noted that logged-in and app daily active unique users are the company's primary focus.
Despite the decline in total visits, Reddit reported a 16% year-over-year increase in weekly active uniques for October. This shift follows a period of growth in 2024, during which the platform entered a licensing deal with Google for AI training while search traffic was surging.
