Threads, the app linked to Instagram, has experienced a significant decline in users since its initial popularity, according to Similarweb. On July 14, the daily active users dropped to 23.6 million, compared to its peak of 49 million on July 7. In comparison, Twitter had approximately 107 million users on July 14. Mark Zuckerberg, CEO of Meta, which owns Instagram, had boasted about Threads being downloaded over 100 million times since its launch on July 5, but has remained silent since. The two tech billionaires, Zuckerberg and Elon Musk, have been engaged in a rivalry over their respective apps, with reports of a potential legal battle. However, Threads may face more pressing issues with its declining user base and reduced time spent on the app. On July 14, users spent only six minutes on the app, compared to 21 minutes on July 7. In contrast, the average time spent on Twitter during Threads’ peak was about 25 minutes. Similarweb’s data also showed that even on Threads’ best days, Twitter’s daily active users remained largely unchanged. Musk has been fighting the perception that Twitter’s future is at risk and recently tweeted a graph showing a 3.5% increase in platform usage. Meanwhile, Similarweb’s data indicated a decrease in Twitter’s retention of new users, while Instagram’s ability to retain new users remained steady, which could potentially benefit Threads. However, users were disappointed by the app’s integration with Instagram, as they would have to delete their Instagram account to remove their Threads profile. Threads’ initial boom was due to its close ties to the popular Instagram, which has a massive user base. Similarweb attributed Twitter’s slight decrease in usage earlier this month to users exploring Threads, but ultimately finding it lacking in features expected from a “Twitter 2.0.” Instagram head Adam Mosseri dismissed claims that Threads aimed to mimic Twitter and stated that its focus is on building new features and improving performance. Mosseri described Threads as a platform for communities on Instagram that did not embrace Twitter and for communities on Twitter and other platforms interested in a less hostile space for conversations. Zuckerberg has expressed his desire for Threads to be “friendly” and avoid investing heavily in news, politics, or controversy, unlike Twitter. Facebook took a similar approach by replacing its “Facebook News” tab with “Feeds,” prioritizing posts from friends and groups over news organizations.
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