July saw the arrival of Threads, Instagram’s response to Twitter. The app experienced a whirlwind start, becoming the fastest app ever to reach 100 million users. While there was chaos on Elon Musk’s platform X, Threads garnered attention. However, it appears that the initial excitement has faded as users are not spending much time on the app. According to analytics firm Similar Web, usage of the Threads app has declined by 79%. The firm noted that Threads had a strong launch, fueled by Instagram users quickly adopting the new text-based social app, but the surge in active users did not last.
The Decline in Usage
Similar Web reports that the Threads app on Android reached its peak with 49.3 million daily active users worldwide on July 7. However, by August 7, that number had dropped to 10.3 million. In the US, Threads peaked at 2.3 million daily active users on July 7, compared to 576,000 on August 7. The average time spent by daily active users on the app started at around 14 minutes worldwide, with the US showing even higher engagement at nearly 21 minutes on July 7. By August 7, this had decreased to 3 minutes, according to Similar Web’s data estimates.
In contrast, X (Twitter) seems to be performing well. It has reached 100 million daily active users on Android alone, with users consistently spending about 25 minutes per day on the platform.
The Need for Improvement
Similar Web highlights that Threads lacks the compelling content that keeps users coming back to X (Twitter). This observation has also been acknowledged by Mark Zuckerberg, Meta CEO, who stated during an investor call that Threads needs to offer an experience that people enjoy and find value in. He emphasized the importance of finding product market fit and optimizing user retention.
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Alex Smith is a writer and editor with over 10 years of experience. He has written extensively on a variety of topics, including technology, business, and personal finance. His work has been published in a number of magazines and newspapers, and he is also the author of two books. Alex is passionate about helping people learn and grow, and he believes that writing is a powerful tool for communication and understanding.
