Reddit Inc. 在第三季度财报中正式宣布，平台将转向以“登录体验”为主的模式 2。目前用户可以在没有账户的情况下浏览 Reddit，但未来将开始强制要求用户登录才能使用网站 12。这一变化旨在应对针对其数据的未经授权访问和自动化抓取行为，此前 Reddit 已通过诉讼和产品限制（如限制旧版 Reddit 访问）来遏制此类活动 1。
尽管尚无明确的全球实施时间表 1，但计划将在第四季度于美国以外的部分市场进行测试 2。此次战略调整的背景是开放互联网生态受 AI 冲击导致的搜索流量减少，例如 10 月每周平均引用量下降超过 100 万次 2。该策略通过强制或引导用户登录，旨在提升广告精准度与个性化推荐能力，同时为向 AI 模型提供商进行数据授权铺路 2。
财务数据显示，全球日活跃用户数在第三季度为 1.303 亿，环比持平；而美国日活跃用户数从第二季度的 5320 万降至第三季度的 5070 万，同比下降 2% 2。然而，得益于每用户平均收入的大幅增长（美国每日活用户平均收入为 13.82 美元，同比增长 53%），公司营收达到 8.95 亿美元，同比增长 53%，净利润为 2.83 亿美元，同比增长 74% 2。其中包含 AI 数据授权在内的非广告收入为 4800 万美元，同比增长 35% 2。CEO Steve Huffman 称这是“对平台和业务正确的决定”，并承认这对开放互联网是一个巨大变化 2。
Reddit has announced that it will require users to log in to access the site, a change from the current model where browsing is possible without an account 1. This policy aims to address unauthorized data scraping and automated traffic, issues for which Reddit has previously pursued legal action and implemented product restrictions such as limiting access to "Old Reddit" 1. The announcement coincides with the company's third-quarter earnings report on October 31, 2024, framing the shift as a response to these security challenges and broader strategic goals 12.
CEO Steve Huffman stated that moving to a logged-in experience is "the right decision for the platform and the business," while acknowledging it represents a significant change for the open internet 2. The strategy is intended to improve ad targeting and personalization capabilities, as well as support licensing agreements with AI model providers 2. Financial results for Q3 reflect this transition's context: global daily active users remained flat at 130.3 million, but U.S. daily active users declined by 2% year-over-year to 50.7 million 2. Despite the user metric decline, average revenue per user in the U.S. rose 53% to $13.82, driving total quarterly revenue to $895 million (a 53% increase) and net income to $283 million (a 74% increase) 2. Non-advertising revenue, which includes AI data licensing, grew by 35% to $48 million 2.
No specific timeline for a global rollout has been established 1. Reddit plans to test the new login requirements in select markets outside the United States during the fourth quarter of 2024 2. This move follows a trend of decreasing search referrals, with citations to Reddit dropping by an average of more than one million per week in October, a shift attributed to the impact of AI-driven search engines 2.
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