Threads, Meta's Twitter-rival app, experienced a remarkable rise in popularity shortly after its launch on July 5, amassing an impressive 100 mn users within a week. This rapid growth led some to believe that Threads had the potential to challenge Twitter's dominance in the text-based social media space. However, user engagement on Threads began to decline just as rapidly as it had surged. Last week, reports indicated that the app had already lost half of its active users since its initial launch, reported The Wall Street Journal.
New data from market intelligence firm Sensor Tower now reveals that Threads' downward trend has continued for a second consecutive week. The app has suffered a staggering 70% decrease in daily active users since its peak on July 7, leaving it with only 13 mn active users.
Furthermore, SimilarWeb's data suggests that users' average time spent on the iOS and Android apps has also decreased significantly, dropping from 19 minutes to just four minutes. This sharp decline in user engagement raises concerns about Threads' ability to retain its audience and compete with established platforms like Twitter.
In contrast, Twitter's daily active users have remained relatively steady at around 200 mn, with users spending an average of 30 minutes on the platform each day. The Washington Street Journal's report indicates that Threads' missing features, such as desktop functionality and the ability to search for topics, may be contributing to its declining popularity compared to Twitter.
Experts, like Professor Richard Hanna from Babson College, suggest that Threads needs to expand its features and capabilities to meet users' demands and offer a more comprehensive experience.
In response to Threads' challenges, TikTok, another social media giant, has taken a direct approach by announcing a new text-based feature. TikTok aims to allow creators to share written content on its video-sharing platform, potentially encroaching on Threads' territory and diversifying its own user experience.
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