Threads' Daily Active Users Plummet By 80% Since Launch On Android
Threads, the text-based social app introduced by Meta Platforms as a challenger to Twitter, has experienced a staggering decline in user engagement just weeks after its much-hyped launch. Despite an initial surge in active users and enthusiastic adoption, the platform's allure appears to have faded, raising questions about its future viability.
Initial Boom And Subsequent Fade
Threads burst onto the scene with a promising start, riding high on the rapid onboarding of Instagram users and generating significant buzz. According to estimates from Similarweb, the app's daily active user count on Android skyrocketed to an impressive 49.3 million worldwide on 7 July, marking a strong beginning. However, by 7 August, that number plummeted to a mere 10.3 million, indicating a rapid loss of user interest.
Source: Similarweb
The United States, once a stronghold for Threads' initial popularity, followed a similar trajectory. The app saw a peak of 2.3 million daily active users on 7 July, but this figure dropped dramatically to approximately 5,76,000 by 7 August.
Threadbare Engagement: 76% Decline In Time Spent On Threads
A crucial metric in the realm of social media, the average time spent on Threads per day served as another indicator of its fading appeal. Initially, users across the globe dedicated around 14 minutes per day to the app, with US users spending nearly 21 minutes on 7 July. However, these figures dwindled drastically by 7 August, with the global average sinking to a mere 3 minutes. This significant decline underscores the challenges Threads faces in retaining user attention.
The decline in Threads' engagement is further magnified when compared to the likes of X (formerly Twitter). X boasts an impressive user base, with over 100 million daily active users on Android alone. These users consistently invest approximately 25 minutes per day on the platform, significantly outpacing the dwindling engagement observed on Threads.
Challenges And Opportunities Ahead
While the plummet in user engagement is undoubtedly a setback for Threads, industry experts emphasise that this decline does not necessarily signal the platform's demise. Threads' launch coincided with a turbulent period for Twitter, presenting an opportunity for a new contender to establish itself. However, Threads must address its shortcomings and deliver a compelling user experience that encourages sustained engagement.
According to reports, Mark Zuckerberg, CEO at Meta, has intentions to incorporate additional 'engagement-boosting elements' aimed at enticing users to revisit the application. One of these tactics involves ensuring that crucial Threads are accessible to Instagram users.
According to a statement by Chief Product Officer Chris Cox reported by Reuters, Meta is exploring the incorporation of more engagement-enhancing mechanisms to encourage users to re-engage with the app, such as ensuring that individuals utilising the Instagram app can access significant Threads.
Despite the ongoing difficulties, Zuckerberg remains dedicated to enhancing Threads. During Q2 earnings conference call, he acknowledged the necessity for foundational improvements to Threads, including the creation and experimentation of features favored by users. Additionally, he hinted at potential strategies for generating revenue once Threads attains a user base in the hundreds of millions.
