Reddit says Google AI Mode is not sending traffic

Reddit told shareholders that search referrals fell by more than 1 million per week on average during October, after a third quarter in which search traffic was already down. In reporting on the earnings call and shareholder letter, Search Engine Journal said Reddit’s CEO pointed to Google’s AI Overviews and AI Mode as the biggest part of the company’s current explanation.

Reddit also said it will fully test a logged-in-only experience in select markets outside the U.S. this quarter. The company said some version of Reddit will still be visible before a login prompt, but it has not said exactly how much search visitors will be able to read.

What changed

According to Reddit’s shareholder letter, the decline in search referrals picked up late in the third quarter and continued into October. The company said logged-out and web traffic were hit hardest, with some effect carrying into logged-in and app traffic because search often brings people back to Reddit.

On the earnings call, CEO Steve Huffman said Reddit’s working theory has two parts. The main one is Google’s AI Overviews and AI Mode, which he said appear to be expanding and can push standard results lower on the page. He also said machine-translated content may be ranking lower, mainly outside the U.S. Reddit did not break out how much of the traffic drop it assigns to each factor. At the same time, Reddit plans to test more restricted access in select non-U.S. markets, to decide where to place a login prompt for people arriving from search or shared links.

What it means for your website

For business owners who depend on Google visibility, this is another sign that AI features may change how many clicks organic search results receive, even when rankings stay strong. Reddit is a large site that appears across many searches, so its reported drop offers a direct example of what fewer clicks from search can look like.

It also shows that traffic can be affected by what happens after the click. If a site places content behind a login wall, search visitors may see less of the page than they expect. That can reduce reach, even if the page still appears in search results. If your business relies on content discovery, both search placement and on-page access now matter more.

What to do now

• Review Google Search Console for changes in impressions and clicks, especially if impressions hold steady while clicks fall.
• Check whether key pages answer the main question quickly near the top, so users get value before leaving or bouncing.
• Avoid adding unnecessary barriers such as forced sign-ins, unless there is a clear business reason and the impact is being measured.
• Monitor search results for your important topics to see whether AI Overviews or other search features are pushing organic listings lower.
• Track traffic by source and device, since Reddit said logged-out and web traffic were affected most.