Reddit to limit access for logged-out users in strategy shift

The strategy marks a big shift for the company, which has allowed users to explore its forums without an account for two decades. — Unsplash

Reddit Inc said it plans to shift to a primarily logged-in user experience as the social forum seeks to deepen engagement and improve the advertising business that continues to drive its solid earnings results.

On Oct 29, as the company posted third-quarter sales that beat analyst expectations, chief executive officer Steve Huffman announced that Reddit will eventually limit how much of the platform people can access without an account. The company plans to start testing different approaches in markets outside of the US throughout the fourth quarter, and hasn’t decided yet which parts of its site will remain available to logged-out visitors.

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这项策略标志着该公司的一次重大转变，此前二十年来，用户无需注册即可浏览其论坛。—— Unsplash

Reddit 公司表示，计划转向以登录用户体验为主的社交论坛，以加深用户参与度并改善广告业务，而广告业务一直是其稳健盈利业绩的驱动力。

10月29日，在公司公布超出分析师预期的第三季度销售额之际，首席执行官史蒂夫·霍夫曼宣布，Reddit最终将限制用户在未注册账户的情况下可以访问的平台内容。该公司计划在第四季度开始在美国以外的市场测试不同的方案，但尚未决定网站的哪些部分将继续对未登录用户开放。

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