Reddit plans to test mandatory sign-ins in selected markets outside the US.
Reddit will test mandatory sign-ins in selected markets outside the US as CEO Steve Huffman blames AI search for weakening referrals.
Reddit plans to introduce a Reddit login requirement as falling search traffic pushes it towards signed-in browsing. The company will first test the change in selected markets outside the United States.
CEO Steve Huffman outlined the plan in a shareholder letter and during the company’s third-quarter earnings call. He said requiring accounts would help Reddit retain new audiences and connect users with relevant communities.
Meanwhile, Reddit reported a significant decline in search traffic during its latest quarter. Search referrals dropped by more than one million each week during October.
How the Reddit login requirement would work
Reddit is still deciding when visitors will encounter a firm demand to sign in. Huffman said people arriving through shared links or search would have some access before reaching that point.
However, the broader shift would make logged-in browsing the main way people use the platform. Huffman acknowledged the scale of the change but argued that Reddit needs it.
He also said signed-in users generally engage more, while their activity gives Reddit more information for advertising targeting. In addition, he linked mandatory sign-ins to protecting Reddit’s data and adapting to regulations around the world.
The company is also exploring changes intended to keep account holders engaged. Huffman said Reddit wants to organise its main feed better and make the experience more consistent.
Separately, he floated private browsing as a possible feature. He suggested it could help address users who repeatedly uninstall and reinstall the app.
AI search puts pressure on Google relationship
Huffman criticised Google’s AI search mode, arguing that it no longer sends visitors to Reddit as traditional search did. He described that change as a fundamental departure from Google’s earlier role in directing traffic to websites.
However, Reddit also maintains a data-licensing agreement with Google for AI training. The arrangement has a reported annual value of about $60 million.
Asked about the relationship during the earnings call, Huffman confirmed that the companies were holding active discussions. He said any agreement must support Reddit’s long-term strategy and offer a fair exchange of value.
The planned access restrictions therefore sit alongside Reddit’s efforts to protect its data and strengthen direct engagement. They also mark a substantial shift for visitors accustomed to reading discussions without an account.
