Threads, Instagram’s Twitter Rival Is Losing Steam, Wall Street Article Claims

According to a recent Wall Street Journal article, Instagram’s Twitter rival, Threads, is experiencing a decline in its daily active users. The article cites third-party data from Sensor Tower, revealing a 70% drop in daily active users to 13 million, compared to its peak of 54.4 million on July 7. In contrast, Twitter boasts around 200 million daily active users. While this may appear concerning, it’s important to consider other metrics that indicate Threads is still growing its user base and gaining traction in global markets, which could lead to increased usage as the app’s features continue to improve.

It’s common for a highly anticipated app to achieve impressive usage numbers during its initial days as users sign up, connect with friends, and explore its capabilities. As the novelty wears off, a decline in usage is expected as users return to their established routines and decide how the new app fits into their daily lives. Meta, the parent company of Instagram, has anticipated this decline and does not view it as worrisome.

Upon its launch on July 5 to global markets (excluding the EU), Threads quickly surpassed 100 million users, becoming the fastest app to achieve this milestone, even ahead of Pokémon GO. In its first three days, Threads had 18.3% of Twitter’s daily active users. Despite a decline, it still maintains approximately one-fifth of Twitter’s weekly active user base.

While initial app installs peaked on July 9, with 24.5 million downloads globally across iOS and Android, Threads continues to garner over 1 million new downloads daily. It remains especially popular in emerging mobile markets, with India and Brazil accounting for larger numbers of installs compared to the U.S.

The early usage numbers for Threads indicated its potential as a competitor to Twitter. During its initial days, users spent an average of 15 minutes per day on the app across 9.4 app sessions, surpassing the averages for the “microblogging” category, which includes Twitter and other similar platforms.

Threads has received a 3.8-star rating across 20,000 reviews on the U.S. App Store, with many users expressing enthusiasm for its potential. Some downratings are attributed to the app’s incomplete nature, but users appreciate its comparatively “less toxic” environment in comparison to Twitter.

While some may be quick to assume Threads is failing based on recent usage declines, it’s crucial to recognize that it is still early days for the app. Its initial success and continued growth indicate that there is still significant potential for Threads to regain traction and deliver on the features users desire. As Threads continues to evolve and refine its offerings, it may yet become a strong contender in the social media landscape.