Mark Zuckerberg’s Threads may have had a strong start when it launched, but active users have dropped massively from 49 million to 23.6 million in a week, according to new data by Similarweb.
“In the race to replace Twitter, Threads is off to a strong start but still has a long way to go toward winning the enduring loyalty of those who partake in a social network dominated by text posts and linked articles. Despite attracting far broader attention than Twitter alternatives like the open source Mastodon or the still beta Bluesky, the Threads spin-off from Meta’s Instagram business unit does not yet have customers coming back regularly,” the report said.
However, these statistics are based on active users that use Android phones, as it is “easier to track” than usage on iOS, the report said.
On July 7, according to Similarweb estimates, Meta’s brand new social media app garnered over 49 million daily active users on Android across the world, compared to Twitter’s 109 million Android users on the same day.
However, just a week later, the app saw a significant decline in its user base, with only 23.6 million active users on July 14, constituting approximately 22 percent of Twitter’s audience.
The United States witnessed the highest engagement with the app, peaking at around 21 minutes on July 7. However, by July 14, this engagement had plummeted to just a little over 6 minutes.
Despite Threads’ surge in popularity, Twitter’s global daily active users on Android remained relatively stable during the peak interest days.
Threads: Decline in time spent
However, the time spent on the platform experienced a 4.3 percent decrease, possibly indicating some users exploring Threads as an alternative.
The app, aimed at solving the “empty party problem,” allows Instagram users to effortlessly create an account and bring their existing contacts, bolstering Meta’s claim of achieving over 100 million account signups within days.
Yet, critics have pointed out that Threads lacks several fundamental features and needs to offer a more compelling reason for users to switch from Twitter or adopt it as their primary social media platform.
During Threads’ initial two full days of availability, web traffic to twitter.com experienced a 5 percent dip compared to the previous week.
Although the numbers later rebounded, the most recent data over seven days still shows an 11 percent year-over-year decline.
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