Reddit moves to logged-in-only access as AI search drains traffic

· Tech · United States

Reddit is shifting to what CEO Steve Huffman called "a logged-in-only experience," requiring users to sign in rather than browse anonymously. The company said search traffic in October dropped by more than 1 million referrals, and Huffman said Google's AI-powered search modes "do not drive traffic" to the platform. Reddit framed the change as a way to protect its audience and business as AI reshapes how people find information online. The move retreats from Reddit's open-web roots and echoes pressure facing publishers whose traffic depends on search referrals.

Why it matters：It is a high-profile test of whether platforms can cut dependence on search referrals as AI answer engines absorb the traffic that once went to websites.

Key points

  • Reddit says October search referrals fell by more than 1 million.
  • CEO Steve Huffman said Google's AI search modes do not drive traffic.
  • Users will need to log in rather than browse anonymously.

Sources (original reporting)

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