CEO of Meta Platforms, Mark Zuckerberg, announced on Wednesday that Threads, the company’s social media offering, has surpassed 175 million monthly active users ahead of its first anniversary.
Threads, introduced as a competitor to X (formerly Twitter), debuted on app stores on July 5 last year amidst the chaotic takeover of X by Elon Musk, quickly attracting 100 million users within its first week. Its integration with Instagram facilitated a seamless setup for users, though early enthusiasm waned for some.
Reflecting on the platform’s growth, Zuckerberg commented in a Threads post, “What a year.” In April, he had reported over 150 million MAUs.
Despite its growing user base, Threads faces challenges in user engagement. While it expanded internationally and introduced new features, market intelligence from Sensor Tower indicates declining engagement metrics. Users averaged three sessions and seven minutes per day last month, down significantly from its launch.
Threads currently lacks advertising, limiting its revenue potential for Meta. Recently joining the Fediverse, which supports cross-platform interaction via the ActivityPub protocol, Threads seeks to broaden its user interaction.
“Meta must decide whether Threads should remain independent or integrate its engagement with Instagram,” noted eMarketer analyst Jasmine Enberg. She highlighted concerns over the platform’s direction and content strategy, crucial for sustained growth despite high advertiser interest.
