LogInUsage time has dropped by more than half.
Meta launched its Threads social network on July 5, and it was a huge success that attracted over 10 million users in just seven hours and 100 million in about a week. However, is it still as great?
Analytics companies believe that Threads has lost a part of its audience. According to data from Sensor Tower (via CNBC), on Tuesday and Wednesday, its daily active users dropped about 20% from Saturday, and the time spent by users was down from 20 to 10 minutes.
“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,” said Anthony Bartolacci, managing director at Sensor Tower. “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.’”
Similarweb, another digital data and analytics company, showed a decline of more than 25% in daily active users between July 7 and Monday for Android users. The usage time dropped by more than half: the US users spent about 20 minutes in the app on July 6 and just over 8 minutes on July 10.
“We did see engagement drop somewhat over the weekend, and on Monday we estimate Threads had 36.6 million active users on Android,” David Carr, senior insights manager at Similarweb, told CNBC. “While there was intense interest in checking out the app initially, not every user has made a habit of visiting Threads as often as they might other social apps.”
Overall, while Threads was a huge hit at first, it still needs something unique that its competitors don't have to keep relevant.
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