Reddit passe à l'expérience de connexion alors que l'IA mange la recherche

Reddit announced on Thursday that it is transitioning to a primarily logged-in experience, a strategic pivot aimed at protecting its data from artificial intelligence scraping and boosting advertising revenue. The disclosure came during the company’s third-quarter earnings call, signaling a departure from its historical reliance on open-web discovery. This move represents a significant alteration to the platform’s architecture after two decades of operation. By requiring users to sign in, Reddit intends to limit unauthorized data extraction by large language models while simultaneously enhancing its ability to deliver targeted advertisements. The primary driver for this shift is the erosion of organic search traffic. As consumers increasingly rely on AI-generated summaries for information, fewer users are clicking through to external websites. Reddit stated that search traffic referrals dropped by more than one million on average per week in October. The company warned that if this trend persists, daily active users could decline by a low double-digit percentage in the coming quarter. Such a drop would reduce the global user base from 130.3 million to approximately 115 million or 117 million. While the overall global daily active user count remained flat quarter-over-quarter, U.S. daily active users fell from 53.2 million in the second quarter to 50.7 million in the third quarter, representing a two percent decrease year-over-year. Despite these user metrics, financial performance strengthened considerably. Total revenue increased 53 percent year-over-year to reach 895 million dollars, exceeding Wall Street estimates of roughly 875 million dollars. Net income rose 74 percent to 283 million dollars. Advertising revenue grew 54 percent to 847 million dollars. Non-advertising revenue, which includes the company’s AI data-licensing business, expanded 35 percent year-over-year to 48 million dollars. Average revenue per daily active user in the United States climbed 53 percent to 13.82 dollars, while the global figure increased 36 percent to 6.87 dollars. Management indicated that logged-in users generate higher value for advertisers due to richer behavioral signals, which facilitate more precise targeting. Chief Operating Officer Jen Wong explained that the shift does not alter the company’s core mission but reflects the changing digital landscape. She noted that for the past decade, Reddit’s open data corpus generated substantial search traffic, which became integral to the business model. However, the current environment necessitates a more direct relationship with users. Wong highlighted that logged-in user engagement is approximately five times that of logged-out users. These users view more impressions, yielding better business outcomes for advertisers. Performance advertising, which currently constitutes more than 60 percent of total ad revenue, is the fastest-growing segment of the business. CEO Steve Huffman acknowledged the emotional weight of the decision for someone who has built a career on the principles of the open internet. In a post on the platform, he described the change as difficult but necessary for the platform’s future. He emphasized that the transition aims to improve user experience and monetization. Huffman noted that the immediate risk to the business is limited because the vast majority of engagement and over 80 percent of monetization already stems from the mobile application and logged-in users. He added that the company will monitor the conversion rate of anonymous visitors to registered accounts as a key success metric. The implementation will occur in stages. Reddit plans to test the fully logged-in experience in select markets outside the United States during the fourth quarter. The company has not set a specific timeline for a global rollout. During the testing phase, management will gather data to determine the optimal approach before expanding the changes. Participation features, including commenting and voting, remain exclusive to logged-in users. However, the homepage will stay accessible to logged-out visitors, and content accessed via search engines or shared links will remain visible. Users who choose not to log in will still be able to browse, though they will lack access to personalized feeds and recommendations. Privacy measures accompany the new structure. Reddit stated that logging in does not require users to disclose their real names or real-world identities. The platform is relaunching an incognito browsing mode within its app, allowing users to browse and search without influencing their main account’s recommendation algorithms. This mode will be read-only, preventing comments or other forms of engagement. The company emphasized that most unauthorized scraping incidents involve content located on the open web, which falls outside the protected logged-in environment. By restricting access, Reddit seeks to force potential scrapers into negotiating licensing agreements, thereby creating a new revenue stream while safeguarding its intellectual property.