Meta Platforms’ much-anticipated alternative to Twitter, known as Threads, has experienced a dramatic decline in users and daily engagement just a month after its launch, raising concerns about its viability as a rival to the social media giant.
Data analysis shows reason behind Threads user exodus
Recent data from Similarweb reveals a substantial drop in usage, highlighting challenges that Threads faces in capturing and retaining users.
Substantial Drop in Daily Active Users
Threads, designed as a competitor to Twitter’s X, initially gained attention for its rapid uptake following its launch on 5 July 2023. However, within a month, its fortunes took a downturn.
Similarweb‘s data shows that Threads’ daily active users on the Android app plummeted from a peak of 49.3 million on 7 July 2023 to a mere 10.3 million a month later —a staggering decrease of 79%.
Decrease in User Engagement
The decline in user engagement was also reflected in the average time spent on the platform.
While Threads started with a global average of around 14 minutes of daily usage, by 7 August 2023, this had dwindled to just three minutes—an alarming drop that could signal the app’s struggle to keep users engaged.
In the United States, where Threads initially showed promise with a peak engagement of 2.3 million users, the decline was particularly steep.
The user base dwindled to 576 000 over the same period, indicating a drop in interest among the American audience.
Challenges Compared to Twitter
Despite its initial surge in sign-ups, Threads seems to be facing difficulty in retaining its user base.
While some may appreciate the platform’s comparative lack of drama compared to Twitter, the platform lacks intriguing content that keeps users engaged on the latter.
Twitter, which currently boasts over 100 million daily active users on Android alone, continues to hold user attention, with users spending around 25 minutes per day on the platform.
Threads’ inability to match this level of engagement and content highlights the challenges it faces in positioning itself as a viable alternative.
While Threads may have potential as an alternative to Twitter, it needs to address the factors contributing to the decline in usage.
The initial excitement and sign-up numbers could be undermined if the platform fails to provide compelling reasons for users to stay and actively participate.
Threads entered the scene amidst controversies surrounding Twitter, yet its inability to capitalise on this opportunity and sustain user interest underscores the importance of consistently providing users with content and engagement that keeps them coming back for more.
