Reddit’s CEO says Google’s AI Mode ‘does not drive traffic’
Reddit CEO Steve Huffman reported a significant decline in search referral traffic, attributing the drop to Google's AI-powered search features that prioritize internal summaries over external links. In response to these shifting search dynamics, Reddit is pivoting its strategy to focus on increasing user retention through a new 'For You' feed and mandatory login requirements.
Why it matters
This shift highlights a growing tension between major content platforms and search engines, as AI-driven search experiences threaten the traditional 'referral traffic' model that sustains the open web.
Reddit CEO Steve Huffman said in an earnings call today that Google’s AI-powered search modes do not help with traffic to the platform, echoing problems facing other websites and publishers. As part of its Q3 2026 earnings, Reddit revealed that search traffic in October has “dropped by more than 1 million referrals on average per week,” and he attributes part of the company’s struggles with Google traffic to how AI Mode and AI Overviews change the search experience.
“The reality is, AI Mode does not drive traffic,” Huffman says. “Not for us, and not to anybody, as far as I know. That’s just a fundamental shift in how Google works. It used to be a traffic driver, now it’s not.”
Headlinne story · 3 newsrooms
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4 other newsrooms covered this event. We read each version separately.
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