Reddit to Require Login for Some Users as AI Search Traffic Threatens Ad Revenue

Reddit is taking a significant step to protect its ad revenue: it will begin forcing some users to log in before accessing content. The social news platform is starting with tests outside the United States, according to the company. This move comes as Reddit grapples with a decline in search traffic, a shift it attributes to the rise of AI-powered search tools that summarize content without sending users to the original site. By requiring authentication, Reddit aims to ensure that its content is viewed directly on its platform, where it can serve ads and collect data. The policy change reflects broader tensions between content creators and AI companies, as platforms seek to defend their business models in an era of changing user behavior. If the tests succeed, Reddit may expand the login requirement globally, potentially reshaping how millions of people access its communities. For now, the company is watching closely to see how the change affects user engagement and revenue outside its home market.