New data from Sensor Tower and Similarweb suggests that engagement with Threads, Meta’s new Twitter competitor, has dropped sharply after its launch.
Sensor Tower data shows that daily active users on Threads were down about 20%. Time spent on the app also fell by 50%, from 20 minutes to 10 minutes. Similarweb data showed a similar decline in engagement. Threads saw a plunge of more than 25% in daily active users between its July 7 peak and Monday for Threads users on Android phones worldwide.
CNBC reports that Similarweb is yet to include iOS data in its analysis, suggesting that the full extent of Threads’ performance decline is still unknown. However, David Carr, senior insights manager at Similarweb, acknowledges a decrease in engagement over the weekend, estimating that Threads had approximately 36.6 million active users on Android.
Anthony Bartolacci, managing director at marketing data firm Sensor Tower, said the data suggests that Threads will need to find a more compelling value proposition if it wants to succeed. “These early returns signal that despite the hoopla during its launch, it will still be an uphill climb for Threads to carve out space in most users’ social network routine,” Bartolacci said.
“The backing of Meta and the integration with Instagram likely gives Threads a much higher flood than other services, but it will need a more compelling value proposition than simply ‘Twitter, but without Elon Musk.'”
The sources for this piece include an article in Axios.
