Threads’ Daily Active Users Fall By Staggering 70%

Instagram Threads

Threads has seen a nearly 70% decline in the number of daily active users since its peak — as user engagement on Meta’s Twitter-rival app continues to fall dramatically.

Meta’s Threads had a formidable start, hitting 100 million users barely a week after its launch on July 5 and becoming the fastest growing app ever.

Threads’ meteoric rise seemed to portend that the app may truly have the potential to unseat Twitter in the text-based social media space.

However, engagement on Threads appears to have dropped off as quickly as it had risen. Last week, it was reported that the app had lost half of its active users since its release.

According to new data shared by market intelligence firm Sensor Tower, engagement on Threads has continued to dwindle for a second week in a row. The app has seen a staggering 70% decline in the number of daily active users since its July 7 peak, falling to 13 million.

The Washington Street Journal reports that further data by SimilarWeb also suggests that the average time users spend on the iOS and Android apps has also decreased from 19 minutes to four minutes.

Twitter’s Traffic is Steady

When Threads was launched on July 5, data seemed to show that Twitter’s traffic was “tanking” and that user engagement had hit an all-time low.

However, according to The Washington Street Journal, Sensor Tower estimates that Twitter’s daily active users now remain steady at about 200 million, and the average time spent on the platform is at 30 minutes a day.

While Threads and Twitter operate similarly, the Meta-owned app is missing some significant features of Elon Musk’s platform, including desktop functionality and the ability to search for topics rather than just users. And these are all features that heavily contribute to Twitter’s popularity.

“It’s clear by the drop-off that people are seeing they can’t do as much, and there are certain things that they want to be able to do that perhaps they can do on other apps,” Professor Richard Hanna of Babson College explains.

“There is a need to increase what the app can do.”

In the face of these challenges for Meta, TikTok now appears to be directly taking on Threads with the announcement of a new text-based feature today. TikTok said it would be adding support for text posts to allow creators to share written content on the video-sharing app.

Image credits: Header photo licensed via Depositphotos.