Reddit has quietly turned small gains into measurable success, while X continues to lose momentum. According to the latest Pew Research Center survey, 26 percent of Americans now say they use Reddit, up from 22 percent in the previous reading. By contrast, X slipped from 22 percent to 21 percent. The diverging trends reveal how community-driven platforms are capitalizing on shifting user behavior and trust dynamics across social media.
Pew Data Highlights Different Trajectories
Pew’s “Americans’ Social Media Use” report reaffirms the dominance of the largest platforms: 84 percent of respondents use YouTube, 71 percent use Facebook, and 50 percent use Instagram. Each saw small year-over-year increases — from 83, 68, and 47 percent respectively — signaling stability rather than new surges.
Further down the rankings, movement is more noticeable. TikTok grew from 33 to 37 percent despite ongoing policy controversies. WhatsApp rose from 29 to 32 percent, and Reddit jumped from 22 to 26 percent. Meanwhile, Snapchat slipped from 27 to 25 percent, and X drifted down to 21 percent.
For daily use, Facebook leads: 52 percent of Americans visit it daily, compared with 48 percent for YouTube, 24 percent for TikTok, and just 10 percent for X. These numbers explain why some platforms feel like daily habits while others have become more occasional.
Pew also tracked newer text-based networks challenging X. Threads has reached 8 percent of U.S. adults, followed by Bluesky at 4 percent and Truth Social at 3 percent. Bluesky’s relative success is notable given Threads’ built-in advantage through Instagram’s large user base.
The poll, conducted by SSRS, surveyed 5,022 U.S. adults through online, mail, and phone responses. Its probability-based sampling adds weight to the observed directional trends.
Why Reddit Is Growing
Reddit’s rise stems from its depth rather than virality. It functions like a hybrid of a public library and a live forum, where discussion replaces performance. Users come to solve problems, compare products, and learn from peers — and often stay for the expertise they find.
The platform has also improved its onboarding and tools. In the past year, Reddit has upgraded search, expanded video features, enhanced moderation tools, and made the site more welcoming to newcomers. Visibility from search results — boosted by reported data-licensing deals with major tech firms — funnels more users into subreddits that provide credible, quick answers.
Public attention from its stock market debut and frequent high-profile AMAs has kept Reddit culturally relevant. For brands and publishers, it offers targeted reach, authentic feedback loops, and high-intent engagement unmatched by algorithmic feeds.
X Faces Headwinds and User Fatigue
X’s numbers reflect a platform caught between reinvention and decline. Frequent product shifts, changing verification rules, and advertiser hesitation have eroded user confidence. Major ad agencies have expressed caution, and Pew’s 10 percent daily-use figure highlights how difficult it is to rebuild habitual use at scale.
The platform remains essential for real-time conversation, but broadening its base has proven elusive. Power users, journalists, and public figures keep the discourse alive, yet casual audiences are drifting toward alternatives.
Threads and Bluesky in the Post-Twitter Era
Threads’ 8 percent reach suggests that Meta’s integration with Instagram has drawn some curiosity. Its long-term traction, however, depends on features that encourage original content, not just cross-posts. Bluesky’s 4 percent indicates that decentralized and community-moderated spaces still attract a niche audience that values stricter norms and autonomy.
For creators, the lesson is clear: diversify across platforms and meet audiences where genuine conversation happens — not just where content performs.
Implications for Brands and Creators
Reddit’s upward momentum favors strategies grounded in expertise and authenticity. Brands should engage in relevant subreddits, respect community norms, and create AMAs or educational threads that address real questions. On X, success depends on immediacy — live updates, customer interactions, and concise insights that justify the follow.
When allocating resources, watch TikTok’s steady growth and the continued daily dominance of Facebook and YouTube. Social media is clearly bifurcating: broad-reach incumbents deliver awareness, while community platforms drive deeper engagement.
This year’s big winner? Reddit — a platform thriving on trust, conversation, and shared knowledge. Whether X can craft a comeback story will depend on regaining confidence from users, creators, and advertisers alike.
