For two decades, anyone could search for answers or read discussions on Reddit without ever creating an account. That open access will soon end: Reddit plans to require visitors to log in before they can browse the platform, moving away from the open web model that helped build its massive community.
The shift comes as Reddit attempts to shield its content from unauthorized artificial intelligence scraping and responds to a steep drop in search engine traffic. Alongside its third-quarter earnings report, Chief Executive Steve Huffman revealed that search traffic fell by more than one million referrals per week on average during October. Huffman stated that the vast majority of unauthorized scraping occurs through logged-out sessions, even as the company maintains lucrative data-licensing agreements with artificial intelligence developers such as Google and OpenAI.
Beyond deterring automated bots, Reddit is trying to bolster its advertising business. Logged-in visitors account for over 80 percent of the platform's revenue, and registered accounts allow the service to deliver more relevant advertisements. Addressing potential privacy concerns, Huffman insisted that Reddit does not need to know a user's real identity—only that an account is active—and noted that the company has rebuilt the Reddit app's incognito mode.
Reddit has not announced a global rollout date or explained how shared links will appear to people who are logged out. Instead, the company plans to test the login requirement in select markets outside the United States in the coming months, observing the impact on user experience and business performance before deciding on final boundaries.