User Engagement On Meta's Threads Plummet 70% Since Launch: Report
Meta Platforms' Threads has witnessed a dramatic decline in user engagement since its highly-anticipated launch on 5 July, as reported by The Wall Street Journal.
According to estimates from market intelligence firm Sensor Tower, the number of daily active users (DAU) has plummeted to 13 million, marking a staggering 70 per cent drop from its peak of 100 million users within hours of the app's release.
Despite its promising start, the social media platform is now grappling with a myriad of challenges. The report further revealed that the average time spent by users on both iOS and Android apps has dwindled significantly, currently standing at a mere four minutes compared to the impressive 19 minutes at the time of launch. For Android users in the United States, the average time spent has declined even more sharply, falling from 21 minutes on the launch day to just five minutes.
Meta CEO Mark Zuckerberg addressed the concerning decline in user engagement, acknowledging that more needs to be done to stimulate Threads' growth. In a post on the app itself, Zuckerberg indicated that he had refrained from running extensive promotions for Threads, hinting at potential marketing efforts to attract more users in the future.
Threads, which aimed to rival Twitter's dominance in the microblogging space, had experienced an explosive start with 10 million sign-ups within hours of its launch and a record-breaking 100 million users in a remarkably short time frame. However, the recent dip in user engagement raises questions about the app's ability to sustain its initial success.
