Reddit 将默认要求登录，Google 搜索引荐单周减少超 100 万
Reddit will make logging in the default after Google search referrals fell by more than 1M a week in October.
Reddit 将把登录设为默认，此前 10 月 Google 搜索引荐单周减少超过 100 万。Q2 美国 53.2M 日活用户中有 30.1M 未登录浏览，Q3 美国日活降至 50.7M，Reddit 还预警下季度日活可能下滑低双位数百分比。Reddit 称登录用户广告价值约为未登录访客的 3 倍，登录墙也让抓取更难，推动 AI 公司转向付费数据合作。
正文
Reddit will make logging in the default after Google search referrals fell by more than 1M a week in October.
Those referrals fed a logged-out majority: in Q2, 30.1M of Reddit’s 53.2M US daily users browsed without accounts.
As AI answers replace clicks, US daily users fell to 50.7M in Q3, and Reddit warned daily users could drop by a low-double-digit percentage next quarter.
The login wall won’t bring search traffic back. Reddit is accepting that loss and earning more from those who stay.
Logged-out visitors were mostly one-time Google arrivals that advertisers paid little for, and AI search answers are removing them anyway. Logged-in users reveal their interests through subscriptions and votes, so ads target better and sell for more.
Reddit has said they’re worth about 3x logged-out visitors. A login also makes Reddit harder to scrape, pushing AI companies toward paid data deals.