Threads, Instagram’s Twitter competitor, is reportedly losing steam fast, dropping 70 percent from its peak in early July. Despite Meta founder and CEO Mark Zuckerberg’s claim that the thread “returns 10 million people a day,” the number of daily active users on the thread fell to 13 million in a second week, “a 70 percent drop from the July 7 high point,” The Wall Street Journal reported.
By comparison, Twitter has about 200 million daily active users. Citing Sensor Tower data, the report noted, “After an initial surge in sign-ups, user engagement in threads continued to decline, putting pressure on key meta platforms.”
Data shows user engagement drops by 70 percent as “executives focus on options like a chronological feed,” it added. Meta executives, however, said they don’t see the decline as worrisome and said they are working on additional features.
Threads is still new and needs several Twitter-like features to make it more competitive in the social media space Earlier reports noted that daily usage of the so-called Twitter killer has plummeted, with users’ time now reduced by 50 percent from 20 minutes to just 10 minutes.
Last week, Threads signed up 150 million users despite declining usage. Meta launched Threads on July 5 for iOS and Android users in 100 countries and is one of the top free apps on the App Store.
According to Data.ai, the app had more than 150 million downloads worldwide within seven days of its launch. Recent data shows that Threads has gained the largest user presence in certain markets, with India leading the way, accounting for around 32 percent of its downloads.
India is followed by Brazil, contributing about 22 percent of THREAD installations, and the United States, representing about 16 percent of the total.
