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Meta's Threads has lost almost 80 percent of its daily active Android users.



The launch of Threads, Meta Platform's response to the rebranded Twitter, brought a wave of excitement in early July. Bolstered by the swift onboarding of Instagram users to this novel text-oriented social application, Threads enjoyed an impressive debut. However, this initial surge in user engagement proved to be short-lived, painting a rather different trajectory for the app's future.



As we closely monitor Threads' usage, our focus has predominantly been on Android, the mobile platform that provides us with the most comprehensive data. Notably, web usage has yet to contribute significantly to the Threads narrative, given that the website remains predominantly read-only.




Key Insights:




  • On July 7, Similarweb estimates placed Threads' Android app at a peak of 49.3 million daily active users worldwide. Astonishing as it was, this number dwindled drastically to a mere 10.3 million by August 7.
  • The United States mirrored this pattern, with Threads peaking at 2.3 million daily active users on July 7, only to plummet to about 576,000 by August 7.
  • Initially, daily active users worldwide spent an average of around 14 minutes on the app. This figure was even higher in the US, clocking in at nearly 21 minutes on July 7. However, by August 7, these numbers had nosedived to a mere 3 minutes.
  • To provide context, X (previously Twitter) boasts over 100 million daily active users solely on Android, with users consistently dedicating about 25 minutes each day to the platform.
  • It's imperative to recognize that these statistics do not necessarily forecast Threads' inability to succeed in the long run. They merely shed light on the overly optimistic notion of overnight triumph.



The Fluctuating User Landscape:

The trajectory of Threads' user count presents a rollercoaster-like journey, juxtaposed with X (Twitter).


chart: daily active users for X (Twitter) and Threads

Dwindling User Engagement:


Initially, Threads rivaled X (Twitter) in terms of active user time, capturing significant attention. However, this trend took a U-turn, and Threads eventually lagged far behind its established counterpart.

chart: time spent on X and Threads

Although Twitter refugees might appreciate Threads for its comparative lack of unnecessary drama, Threads is also missing much of the intriguing content that keeps X (Twitter) users coming back – if only to read and comment on each other’s posts critical of X owner Elon Musk. 
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