First Google, Now OpenAI: Reddit’s Search Takeover

Since mid-2023, Reddit’s content has been appearing more frequently in Google search results, fueled by an update that prioritized “helpful content” from forums and community discussions. This spike in visibility is unparalleled in the history of Google search; according to SISTRIX data, Reddit’s visibility on Google’s U.S. search index leaped from 77 to over 2,000 points in a year and a half, an increase that no site had previously achieved in such a short time. Reddit quickly climbed from the 80th most visible site on Google to the 6th, solidifying its place as a primary source of authentic, user-driven information.

On top of the Google effect, now we’re seeing the OpenAI effect: Reddit citations increased by +400% in ChatGPT in the last two weeks of May.

Data extrapolated from research published by Profound:

What’s driving this spike?

OpenAI and Reddit announced a partnership on May 16, 2024. The collaboration allows OpenAI to access Reddit’s Data API to bring Reddit content into ChatGPT. In return, Reddit will use OpenAI’s AI models to introduce new AI-powered features for its users and moderators. Additionally, OpenAI became a Reddit advertising partner as part of the agreement.

Result: the power Reddit has gained in search results over just 15 months is unprecedented.

On one hand, it’s almost like we’re going back to 2005 – when searches returned a balanced mix of forum discussions, personal blogs, and institutional sites, and it was up to the user to evaluate each source’s credibility.

On the other hand, the first (+ partially the second) result type is now monopolized by the same company. This means much of our information discovery is increasingly flowing through similar content policies and moderation frameworks.

On top of that, in AI search results, information from these different source types gets synthesized into unified responses. Users receive paragraphs that blend insights from multiple sources, often without clear attribution for each claim. This makes it significantly harder to evaluate the reliability and origin of specific information.

Transparency in source attribution and granular citation standards will be key information literacy issues in the near future.