The figures make Reddit the fastest-growing large social media platform in the UK and represent a growth of 47% on the same period in 2023. The leap took Reddit above LinkedIn and X into fifth place on the table of UK social media platforms, which is now topped by YouTube after it overtook Facebook, reaching more than 44 million adults.

Reddit, renowned for its devoted user base who refer to one another as Redditors, appears to have been boosted by updates to Google’s search engine this year.

Farhad Divecha, the managing director of the UK-based digital marketing agency AccuraCast, said: “Google’s latest algorithm update in the first half of 2024 gave Reddit a big boost in organic search traffic. I think that has probably contributed a lot.”

That's intriguing. Google sign an agreement with Reddit to mine it's content to feed to it's AI, then boost it in search results, driving more people to it, increasing the amount of content that it can mine. Nothing sinister going on here.