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Reddit overtakes TikTok in UK thanks to search algorithms and gen Z

4 days ago
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Reddit, the online discussion platform, has overtaken TikTok as Britain’s fourth most visited social media service, as search algorithms and gen Z have dramatically transformed its prominence,The platform has undergone huge growth over the last two years, with an 88% increase in the proportion of UK internet users it reaches,Three in five Brits online now encounter the site, up from a third in 2023, according to Ofcom,Its popularity is rising fastest with younger internet users,It is now the sixth most visited organisation of any kind by UK users aged between 18 and 24, up from 10th a year earlier.

More than three-quarters of that cohort now visit it.The rapid growth marks a shift in the site’s standing, with its numerous forums once seen as arenas for hostile exchanges between largely anonymous users.The UK is a boom market for the platform, with the second largest user base behind the US, according to company records.A series of factors are behind its rise.However, a change in Google’s search algorithms last year to prioritise helpful content from discussion forums appears to have been a significant driver.

A recent deal with Google that allows the company to train its AI model on Reddit’s content also appears to have provided a boost.Reddit is the most-cited source for Google AI overviews, which is likely to see more people directed to its forums.It has a similar deal with OpenAI, which owns the most popular AI chatbot, ChatGPT.The company believes it is also benefiting from shifting internet habits, as younger users seek out human-generated reviews and opinions on issues including parenting, skincare and sports.More than half its UK users are women.

Internal company research suggests 71% of women on Reddit in the UK have a personal interest in skincare, beauty and cosmetics, prompting higher traffic for specific UK Reddit forums on those issues, known as subreddits.“Reddit started with this perception, rightfully so, for a male skew – gaming and tech as the anchor,” said Jen Wong, Reddit’s chief operating officer, who said she spent a lot of time in the UK gardening subreddit.“Reddit has become very diverse – it is gender-balanced in the UK now … what’s interesting is that one in three are gen Z women on the platform.“Gen Z are very open to looking online for advice around these life stage moments, like leaving home and renting for the first time, which happens a little bit later for some of this generation.It’s a very safe place to ask questions about balancing a cheque book, or how to pay for a wedding.

”UK subreddits on pregnancy and parenting have doubled in size over the last year.There is also a growing trend for supporters of Premier League clubs to watch games while logged on to their team’s subreddit.The Premier League subreddit has grown by more than a billion views in the last year, according to company records.It also appears to be a popular discussion ground for women’s football, which has less dedicated coverage than the men’s game.There has been a doubling of views for subreddits covering Arsenal’s women’s team and the Lionesses in the last year.

Wong said the company was focused on convincing users to come straight to the platform, rather than via a search result,She also touted Reddit as an antidote to AI-generated content,“You see these accidents of AI slop and AI advice – Reddit doesn’t have that,” she said,“It’s not clean,It’s messy, in that it has lots of different pieces of advice that you have to sift through.

It’s not manicured down to one answer for you, but that’s kind of the point.”Amid the rise in prominence of the site, the UK government has launched its own account, UKGovNews, in the last year.It has posted about the cost of living, rail ticket prices and immigration.Steve Reed, the housing secretary, recently held an “ask me anything” session.Confrontational exchanges are still easy to find on the platform.

Wong said it was part of the site’s culture but that all subreddits had their own rules and moderators.“Reddit is really honest and I think that’s one of the things that makes Reddit,” she said.“Every person who joins Reddit is a moderator, because you get to vote up or down on a post – and a down vote is incredibly powerful.‘Be civil’ is one of the most common rules in communities.”
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Beau Webster steps off the sidelines into the light as promise of Cameron Green wilts | Geoff Lemon

There was an irony to the fact that Cameron Green’s catch made Beau Webster’s day look even better. Green had not had a good one, having earlier dived in front of Australia’s most prolific slip catcher to spoil a simple Steve Smith catch. It followed a poor day the day before, skying a pull shot after getting settled on 37, and a poor series before that. Then came Webster, an off-break swept into the deep, and Green’s long legs ate up the turf before crashing his body into a dive that gathered up the ball in its fall, the two Australians combining for what might be the tallest wicket in Test history.There is usually only room for a single two-metre all-rounder in a team, unless they’re operating at specialist level in one discipline

about 10 hours ago
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Australia v England: fifth Ashes Test, day four – as it happened

Time for me to depart, thanks for your company and comments. Stay tuned for all the wrap up from day four.Join us tomorrow for the final day of the 2025/6 Ashes series. Goodbye and toodle-oo.“Morning Jim, to this very England of mornings

about 10 hours ago
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John Harbaugh fired by Baltimore Ravens after 18 seasons in charge

The Baltimore Ravens have fired head coach John Harbaugh after 18 seasons in charge, the team announced on Tuesday.Harbaugh is the most successful coach in the history of the franchise and was the second longest-tenured head coach in the NFL before his dismissal. Ironically, his final game with the Ravens came against the only name ahead of him in terms of tenure length – Mike Tomlin, who has been in charge of the Pittsburgh Steelers for 19 seasons.Ravens owner Steve Bisciotti called the decision “incredibly difficult” in a statement.“Throughout what I firmly believe is a Hall of Fame coaching career, John has delivered a Super Bowl championship to Baltimore and served as a steadfast pillar of humility and leadership,” Bisciotti said

about 19 hours ago
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Britain’s fragile frontrunners Draper and Raducanu try again to break injury cycles | Tumaini Carayol

From the moment news of Great Britain’s planned team for the United Cup was announced in October, jokes began to fly. On paper, it was a dream. Jack Draper and Emma Raducanu, the top tennis players in the country and figureheads of a new generation, finally united on the same side of the court.However, recent history has shown that things are never straightforward with Britain’s two greatest hopes. Both players have had to navigate injuries and physical problems in their young careers, so to some fans and onlookers the real question was which player would withdraw first

1 day ago
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‘I wish I’d faced these poor modern teams’: world’s oldest living Test cricketer on decline in standards

Twenty‑five kilometres north of the SCG, the world’s oldest living Test cricketer is sitting in his La-Z-Boy armchair and watching the Test. Neil Harvey was once the youngest of Bradman’s Invincibles; now he’s 97, his old cricketing buddies gone. His body is a little worn around the edges, but mentally he’s astute.Harvey was Australia’s sweetheart, the second youngest of six brothers, a dashing left-hander, who stalked the covers and hunted at slip. During a 15-year Test career, he cut and shimmied to more than 6,000 runs at an average of 48, making his mark with 153 in his second Test

1 day ago
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Majestic Smith passes Hobbs to leave only Bradman clear on top of Ashes mountain | Geoff Lemon

There was a time, while Steve Smith was at the height of his batting prowess, when “best since Bradman” was used with confidence. The thing about that line is that even when the recipient has dominated for years, it gets applied too quickly, given the point of comparison is a career-lasting two decades. Lots of players reach the top for a time, no other has stayed as long. Smith was untouchable for six years before returning to the realm of the merely very good.The combination of those phases, though, took him to a rare position on the third day of the fifth Test in Sydney

1 day ago
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Oil prices fall after Trump says Venezuela will send up to 50m barrels to US

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Australia Post apologises for losing Aboriginal artist’s painting worth $4,000

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AI consciousness is a red herring in the safety debate | Letters

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Wave of Grok AI fake images of women and girls appalling, says UK minister

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Jacob Bethell plays starring role in Ashes Wars Episode 5: A New Hope | Barney Ronay

about 7 hours ago
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Bethell’s elegant first Test century presses pause on Australia’s Ashes party

about 8 hours ago