Browsing Reddit without an account may soon be a thing of the past.
The popular online forum plans to require all users to create an account and sign in to access the site, the company revealed alongside its latest earnings report, Yahoo Finance reports. The move comes as Reddit grapples with a sharp drop in visitors arriving from Google search.
For years, Google has been one of Reddit’s biggest sources of new readers. Many people land on Reddit threads after searching for advice, product reviews, or answers to everyday questions. But Google’s shift toward AI-powered search, including its AI Overviews and AI Mode, now often answers those questions directly on the results page, giving users less reason to click through to websites.
Reddit reported that search referral traffic fell significantly in the past quarter. Co-founder and CEO Steve Huffman addressed the issue directly on the company’s earnings call this week.
“People still want Reddit,” Huffman said. “It is just Google is not sending them to Reddit the way they used to.”
He added that Google is still scanning Reddit’s content as heavily as ever, meaning demand for Reddit’s information hasn’t changed. The problem, he said, is that AI Mode simply doesn’t drive traffic to Reddit, or to anyone else, as far as he knows.
Investors reacted sharply. Reddit’s stock fell 30% on Friday.
Rather than waiting for Google traffic to return, Reddit is changing course. The company said it isn’t counting on that traffic coming back, and requiring accounts will give it a more direct relationship with its users. According to Yahoo, the shift could also make Reddit’s crowdsourced advice harder to find through Google, as the company also responds to unauthorized scraping of its content.
Reddit isn’t the only one feeling the effects. Google’s parent company, Alphabet, lost almost $500 billion in market value after reporting a slowdown in its core search advertising business, partly because AI-powered ads are less profitable.
For everyday users, the takeaway is simple: if you rely on Reddit for answers, you may soon need an account to keep reading.
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