Exodus at Threads as platform loses 80% of its active users

Within a month, Threads popularity has plummeted, with only 10.3 million daily active Android users recorded as of August 7th.

| Updated on: Aug 14 2023, 13:25 IST
5 Tech Titans who reacted to Twitter-killer Threads - Jack Dorsey to Elon Musk, check it out
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1/7 On their part, Adam Mosseri, Head of Instagram, posted this note on the Threads app, “Here we go. We have lots of work to do, but we’re looking to build an open, civil place for people to have conversations.” (REUTERS)
2/7 At the same time, Meta Platforms CEO, Mark Zuckerberg said, "Our vision is to take the best parts of Instagram and create a new experience for text, ideas, and discussing what's on your mind.” (AP)
3/7 Elon Musk - While Musk did not directly talk about the Threads app, the Twitter chief took a dig at Meta CEO Mark Zuckerberg’s comment about how Twitter runs, saying, “It is infinitely preferable to be attacked by strangers on Twitter than indulge in the false happiness of hide-the-pain Instagram.” Musk also responded to a meme with a laughing emoji on Twitter which showed a keyboard with copy-and-paste buttons, implying that Threads was just a copycat of Twitter. (REUTERS)
4/7 Jack Dorsey - The former Twitter CEO and current co-founder of Bluesky Social mocked the similar interface of several Twitter alternatives in a tweet. He wrote, “We wanted flying cars, instead we got 7 Twitter clones.” (REUTERS)
5/7 Bill Gates - Announcing his arrival on the new microblogging platform, Microsoft co-founder Bill Gates wrote on Threads, “I’m excited to jump into @threadsapp,” while also sharing a GIF of him jumping over a chair. (REUTERS)
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6/7 Carl Pei - Nothing co-founder and CEO Carl Pei has also joined Threads. In his first post, he wrote, “I don’t know if Threads is going to make it or not, but at least it has closed the door for Bluesky.” (Bloomberg)
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7/7 M.G. Siegler - In a tweet, M.G. Siegler, general partner at Google Ventures wrote about Threads, “Sort of strange that Instagram is about to launch Threads to try to eat Twitter just as Retro is starting to eat Instagram Stories…” (Google Ventures)
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The decline in Threads user engagement also reflects the decreasing amount of time people spent with the app. (REUTERS)

In early July, Meta Platforms launched the Threads app, a new text-based social media app aimed at capturing the essence of real-time interactions. With a massive launch and an influx of Instagram users transitioning to Threads, the initial excitement was amazing. In fact, Threads was quickly dubbed as a "Twitter-killer". However, this enthusiasm was short-lived, as the app's active user base experienced a steep decline soon after its launch even though it had broken many records initially.

Threads experienced a surge in active users in its first few days, as people eagerly explored the app and connected with others. However, this burst of activity quickly waned. According to analytics firm Similarweb, data, Threads app (Android) reveals a significant drop in daily active users from the peak it achieved on July 7th.

 Active User decline

On that peak day in July, Threads garnered an impressive 49.3 million daily active users globally. Yet, within a month, the app's popularity plummeted, with only 10.3 million daily active Android users recorded as of August 7th. This steep reduction in user engagement is a clear indicator of the challenges the app is facing.

In the United States, Threads witnessed a similar decline. On its high point in July, the app had 2.3 million daily active users. However, this number drastically decreased to approximately 576,000 by August 7th.

The decline in user engagement also reflects the decreasing amount of time people spent with the Threads app. Initially, global daily active users devoted around 14 minutes to the app, while in the US, this number was a promising 21 minutes on July 7th. Yet, by August 7th, these engagement figures had plunged significantly, with global users spending 3 minutes on the app.

For a meaningful comparison, it's worth noting that X, formerly known as Twitter, boasts over 100 million daily active users on Android alone. These users consistently spend around 25 minutes per day on the platform, showcasing the stark difference in user engagement between Threads and the established social media giant.

While Threads' rapid decline in active users and engagement raises concerns about its long-term viability, Meta CEO Mark Zuckerberg remains optimistic and focused on maintaining a positive outlook for investors. As the platform navigates these challenges, only time will tell if Threads can regain its momentum and emerge as a long-lasting player in the social media landscape.

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First Published Date: 14 Aug, 12:51 IST