Science & Tech · Big Tech & Internet · 2 hrs ago
Reddit plans login requirement test as Google search traffic falls
Reddit plans to test requiring users to log in before accessing the platform, a change from its largely open experience.
CEO Steve Huffman said the test will begin outside the US in the fourth quarter, but Reddit has not set a wider rollout date.
Google is sending less search traffic to Reddit, which Huffman linked to AI summaries and search features that can answer queries without directing people to websites.
Reddit says logged-in users are more active and easier to serve targeted ads to, while requiring accounts could also limit unauthorized scraping of its content.
The company reported third-quarter revenue of $895 million, above analysts’ expectations, but gave weak guidance for fourth-quarter sales.
Its daily active users reached 130.3 million, below estimates, and US daily active users fell 2% from a year earlier.
Reddit shares fell more than 15% after the results, as the company works out what logged-out visitors will still be able to see and tests the change.
Reddit plans to test requiring users to log in to access the platform, starting in the fourth quarter in regions outside the United States.
The company says the change will help protect its data and build a more direct relationship with users.
Reddit reported that search referrals fell by more than one million per week on average in October, as AI-powered search results reduced clicks to websites.
CEO Steve Huffman said Reddit will focus on users who visit directly and on making the platform a daily habit.
Reddit reported third-quarter revenue of $895 million, up 53% year over year, but its shares fell after it gave weaker-than-expected guidance for the next quarter.
- Who
- Reddit, led by CEO Steve Huffman, plans the change.
- What
- Reddit plans to test requiring users to log in to access the platform.
- When
- Testing is planned for the fourth quarter; no specific date was given.
- Where
- The test will begin in regions outside the United States.
- Why
- Reddit says the change will help protect its data and respond to falling search referrals, while focusing on direct and logged-in users.
This story does not have two clearly opposing sides.
Reddit said search referrals fell by more than one million per week on average.
Reddit announced its plan to shift to a logged-in experience.
Reddit plans to begin testing the change in regions outside the United States.
- Search referrals
- Down by more than 1 million per week on average in October
- Testing
- Planned for the fourth quarter, outside the United States
- Third-quarter revenue
- $895 million, up 53% year over year
- Global daily active users
- 130.3 million in the third quarter
- U.S. daily active users
- 50.7 million in the third quarter, down 2% year over year
4 sources
Reddit will switch to a 'logged-in only experience'
Reddit shares sink on weak sales guidance and plans login requirement test as Google search traffic shrinks
Reddit is moving to a "logged-in experience" to protect its content and improve the experience for its users
As search traffic dries up, Reddit announces it’s shifting to a logged-in experience
What people are saying
I think fundamentally that relationship between Google and the rest of the internet is evolving, and so for us, this means a continued focus on our core users that come to Reddit directly
I don’t know about you, but as someone whose life has been defined by the open internet, it’s a big change for me
Google has really shifted in their relationship with the rest of the internet