Reddit is moving toward a logged-in-only experience, meaning logged-out users and people without an account would no longer be able to view content on the platform, CEO Steve Huffman said in an update. The company said the change will initially be tested in “select markets” outside the U.S.
The shift comes as Reddit says search traffic has declined significantly. In a shareholder letter, Huffman described the move as central to retaining new audiences.
Huffman said Reddit plans to move toward requiring users to log in. He expects this will help new audiences stay, since signed-in users are better matched with relevant communities and content.
Reddit describes this as its largest change to date, driven by AI scraping and changes in internet search. Some users may react badly, as a number of them were already unhappy about earlier steps such as the Old Reddit restrictions. Huffman said the change is significant but necessary.
Huffman framed the logged-in push as a business play. Authenticated users supply more targeting signals for advertisers and typically engage more, while gating access helps lock down the platform’s data, which is a major asset in the AI era. He also said it positions Reddit to adapt to evolving regulation across markets.
Huffman did not specifically refer to age verification laws. Still, requiring users to sign in would probably help Reddit comply with them.
Huffman said Reddit has not yet decided at what point logged-out users will be asked firmly to log in. During the third-quarter earnings call, he said the company needs to find the right balance, and that visitors coming from shared links or search would still be able to see a version of Reddit before that prompt.
Huffman has criticized online search and Google’s AI overviews before, and he did so again more directly. He said Google’s AI mode does not bring in traffic, for Reddit or, to his knowledge, for anyone. He described this as a basic change in how Google works, since it formerly sent traffic and now does not.
Reddit reported a significant decline in search traffic during the latest quarter. It said search referrals decreased by more than 1 million each week in October.
Reddit’s relationship with Google is complex. Google has a licensing agreement that gives it access to Reddit’s data for AI training, reportedly valued at about $60 million annually. Recent reports say Reddit could be reconsidering it. When asked on the call, Huffman said discussions are ongoing but gave no specifics.
Huffman said any agreement Reddit signs must support its long-term strategy and offer a fair trade of value.
Huffman also signaled that other product changes are on the way to boost engagement among logged-in users. Reddit is working to give its main feed more structure, he said, so that it feels more consistent and less like a grab bag.
Huffman also suggested Reddit may be developing an incognito mode. He said private browsing could help address users who repeatedly delete and reinstall the app.
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