Reddit moves to logged-in experience as AI eats search
Summary
Reddit will test a shift toward a primarily logged-in experience outside the U.S. this quarter, then gradually consider broader changes. The company says the move aims to improve personalization and advertising while limiting unauthorized scraping of its data, as search referrals weaken.Key Facts
- Reddit CEO Steve Huffman said the company will test the logged-in experience outside the U.S. this quarter.
- Reddit said it will use test data to decide how to approach a gradual broader rollout.
- The company said logged-in users can receive personalized feeds and community recommendations, and can opt out of personalization.
- Logged-out visitors will still be able to access Reddit’s homepage and view content through search results or shared links; commenting and content ranking will remain limited to logged-in users.
- Reddit said search referral traffic fell meaningfully in Q3 and warned that daily users could decline by a low-double-digit percentage in Q4 if the trend continues.
- Chief Operating Officer Jen Wong said logged-in users spend about five times as much time on Reddit as logged-out users.
- Reddit said more than 80% of its monetization comes from its app and logged-in users, and performance advertising accounts for more than 60% of its ad revenue.
- Reddit is relaunching in-app incognito browsing, which lets users browse and search without affecting their account, but does not allow commenting or other engagement.
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