Reddit to Require Login for Full Access to Curb AI Scraping and Boost Ad Business

2026年10月29日周四，Reddit宣布将转向以登录使用为主的体验，这是其21年历史上的重大转变。首席执行官史蒂夫·霍夫曼在接受采访时表示，此举旨在改善用户体验，通过个性化推荐提振广告业务，并防止机器人抓取专有数据。Reddit将于本季度在美国以外的部分市场率先测试完全登录体验，随后逐步推广。上述消息与第三季度财报一同发布，财报显示广告收入同比增长54%。霍夫曼表示，这一调整并非对谷歌搜索变化的回应，Reddit将继续向第三方授权内容。

On Thursday, Oct. 29, 2026, Reddit announced it will move to a primarily logged-in experience, a major shift in its 21-year history. CEO Steve Huffman said in an interview the change aims to improve user experience, bolster the ads business through personalization, and prevent bots from scraping proprietary data. Reddit will begin testing the fully logged-in experience this quarter in select markets outside the U.S., then roll out changes gradually. The announcement came alongside Q3 earnings showing 54% year-over-year ads growth. Huffman said the shift is not a response to Google Search changes and that Reddit will continue licensing content to third parties.