Reddit tests mandatory login access as Google referrals drop

Reddit is testing mandatory login access in select markets outside the US during the fourth quarter, shifting toward a platform primarily for authenticated users. The move follows declining search engine traffic, including over one million fewer weekly referrals in October. The strategy aims to combat automated content scraping and improve ad monetization, as AI-generated search answers reduce visits to original sites. Daily active users in the US fell from 53.2 million to 50.7 million, with a potential double-digit decline next quarter if trends persist. CEO Steve Huffman called the transition a major cultural shift for the open internet. Reddit reported Q3 revenue of $895 million, up 53%, with authenticated users driving over 80% of monetization. The company will continue licensing content to AI firms while restricting unauthorized access.