Various marketing intelligence companies have recently reported a significant decline in daily users on the Threads social media platform. According to a Similarweb report, the Meta app’s daily active users dropped from 49 million to 23.6 million in just one week. Additionally, Sensor Tower stated that the social network lost over 25% of its daily users.
Initially, Threads appeared to be on track for major success, as it gained 100 million users faster than its competitor, ChatGPT. However, its declining performance highlights the intense competition within the social media sector.
In this article, we will delve into the recent data reports on Threads from Similarweb and Sensor Tower. Furthermore, we will explore the possible reasons behind the decline of this Twitter competitor.
Status of Threads
Threads was released by Meta on July 5, 2023, and within a span of five days, it amassed 100 million users. In comparison, ChatGPT achieved this milestone in two months. Unfortunately, intelligence organizations suggest that Threads struggles to maintain its initial growth spike. Similarweb reveals that its daily active users dropped from 49 million to 23.6 million in just one week. Additional data provided by Similarweb includes the following trends:
– On July 7, Threads had over 49 million daily active users on Android worldwide, accounting for approximately 45% of Twitter’s usage, which had 109 million active Android users on that day.
– On July 14, the Twitter competitor experienced a decline to 23.7 million active users, which constitutes around 22% of Twitter’s audience. Additionally, on that day, the peak activity on Threads lasted for 21 minutes in the United States. Most of the app’s users were from the US, as it was not available in the European Union.
Sensor Tower, another marketing intelligence firm, also reported a significant loss of daily users on Threads. Anthony Bartolacci, the managing director of Sensor Tower, stated, “The Threads launch really did ‘break the internet,’ or at least the Sensor Tower models.” He added that in over 10 years of estimating app installs, the first 72 hours of Threads’ launch stood out. However, company data suggests a significant decrease in user engagement since then. On July 11 and 12, the app had 20% fewer daily active users compared to July 8, and people spent 50% less time on the platform, from an average of 20 to 10 minutes. Bartolacci commented, “These early returns indicate that despite the initial hype, Threads will face challenges in becoming a consistent part of most users’ social network routine.”
Possible Reasons for Threads’ Decline
Although intelligence companies did not explicitly specify the factors contributing to Threads’ decline, one possible reason could be the absence of standard Twitter features. Threads lacks features such as hashtags, a web version, the ability to edit Tweets, share direct messages, edit alternative text for photos and videos, display trending topics, embed posts on other websites, and a “Following” and “For You” feed based on user preferences. The absence of these features may limit the functionality of Threads and lead users to seek alternative platforms.
In conclusion, Threads has witnessed a significant loss of daily users, as reported by Similarweb and Sensor Tower. Despite this decline, Instagram CEO Adam Mosseri remains optimistic about other aspects of the platform, particularly the quality of the creator community. He stated that their focus currently lies in overcoming the initial challenges associated with new product launches and improving performance. For more information on Threads’ statistics, refer to the reports by Similarweb and CNBC, and stay updated with the latest digital trends on Inquirer Tech.
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