Reddit wants to prioritize users with an account and targets data and advertising revenue
The change was announced after the results of the third quarter of 2026 and comes amid the drop in traffic from Google.
BY THE X-TRADER NEWS NEWSROOM · REPORTING FROM TIMES BRASIL · 2 MIN
Reddit decided to prioritize the experience of those who enter the platform with a login, and access may be restricted to users with an account, according to Times Brasil. The information was released by TechCrunch after the presentation of the financial results for the third quarter of 2026.
The company cited two reasons for the change. The first is to protect your data from collection by artificial intelligence tools. The second is to increase advertising revenue, according to a survey by Times Brasil.
The backdrop is the drop in traffic that arrives through search engines, especially Google. For years, millions of people came to Reddit through internet searches, making search an important gateway to the platform.
What is at stake is the relationship between traffic, data and advertising. If access becomes account-dependent, the platform changes the profile of who views its content, and this directly affects what the company has to offer advertisers. The facts found do not provide details about which areas of the platform would be affected.
What changes for the investor
For those who follow technology and media, the central point is the dependence on third-party traffic. If the drop in visits from search engines continues, requiring a login could be a way of transforming occasional visitors into registered users, which tends to strengthen the database and the ability to sell advertising. On the other hand, restricting access can also reduce the reach of the platform, an effect that is worth observing in the next results. The available data does not allow measuring this impact, and this text does not suggest buying, selling or forecasting prices.
Automatically translated from Portuguese.
