Threads, Meta’s Twitter counterpart, is having trouble retaining users as its daily active user count has decreased by roughly 45% since its launch according to reports.
Threads became the fastest-growing app ever created when it surpassed 100 million users just a few days after its release.
Within hours of its launch, Threads had more users than all of its rivals put together due to its rapid growth and quickly overtook X (previously Twitter) as its main rival.
However, recent data examined by market research company Sensor Tower reveals Threads is having trouble keeping its user base.
According to the company’s data, Threads’ daily active user count has decreased by 82% since the app’s launch as of July 31, according to CNN.
In addition to spending less time there, Sensor Tower reports that fewer users are launching the app and doing so less frequently.
CNN said that users only spent three minutes a day on Threads, compared to roughly 20 minutes when it first launched, citing the market research company.
Another company, Similarweb, conducted analysis that revealed Threads is having trouble keeping its users.
According to a blog post by Similarweb, the app’s usage peaked on July 7, immediately following its launch, with over 49 million daily active users on Android alone. However, by July 23, this figure had dropped to 12.6 million.
At its height, Threads apparently attracted more than a third of X’s viewership; however, by July 23, this number had fallen to just 12% of the platform’s users.
The number of daily active users on Threads is still decreasing, according to Sensor Tower, by around 1% daily.
“Threads took off like a rocket, with its close linkage to Instagram as the booster. However, the developers of Threads will need to fill in missing features and add some new and unique ones if they want to make checking the app a daily habit for users,” Similarweb noted in its blog post.
Although Meta’s user base is declining, CEO Mark Zuckerberg is “quite optimistic” about the application and plans to now concentrate on “retention and improving the basics.”
