Threads from Meta: Use has plummeted again a month after opening

After the unprecedented launch of Meta’s Twitter alternative threads, usage numbers have apparently plummeted again. This is reported by the web analysis company Similarweb, citing estimates based on numbers from Android. According to this, more than 49 million users were active in the app available there on July 7, a month later there were only 10 million. In the home market of the USA, the number has therefore fallen somewhat less sharply from 2.3 million users to 576,000. At the same time, however, the average duration of use has fallen significantly more and was recently only three minutes. Together, the numbers are again extremely far from X (formerly Twitter).

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Much less, much shorter active

Threads has been available in 100 countries since July 6, the EU has so far been left out for regulatory reasons. In just a few days, more than 100 million users have signed up for the service, which is closely linked to Instagram, shattering ChatGPT’s growth record. But also because basic functions such as a search and a chronological timeline are still missing there, use should have fallen so sharply as a result. According to Similarweb, the average usage time on July 7th in the US was 21 minutes, almost equaling that of Twitter (around 25 minutes), but then rapidly falling again.

None of these stats mean Threads won’t catch on, but that initial success was “too good to be true,” Similarweb writes. The statistics are reminiscent of numbers from spring, according to which activity on the Twitter alternative Mastodon had fallen again after the rush in late autumn. In the meantime, activity there has increased again, and according to analyzes, usage figures have recently been reached that come close to those from December. It’s also too early to say goodbye to Threads: The service was launched at a good time and could still have more chances of “becoming the new Twitter” than some alternatives, Similarweb writes. But users still need more reasons to come back.

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