Threads Rollercoaster: From explosive launch to subdued presence, lessons for the competing X app

economictimes.indiatimes.com:

Instagram introduced Threads, a response to Twitter's changes. At the outset, Threads surged, attracting a remarkable 100 million users at an unprecedented pace. Amidst the Twitter-to-X transition and the Elon Musk-led platform's upheaval, Threads generated substantial buzz.

However, the initial fervor has waned considerably, with users showing limited engagement. Analytics firm Similar Web reports a striking 79% decline in Threads app usage, marking a notable shift from the initial surge. The Declining Numbers The Threads app, initially peaking at 49.3 million daily active users worldwide on July 7, plummeted to 10.3 million by August 7, according to Similar Web.

In the US, Threads achieved its peak with 2.3 million daily active users on July 7, dwindling to around 576,000 by August 7. The time users spent with the app also decreased significantly. The average worldwide usage time dropped from around 14 minutes to a mere 3 minutes by August 7.

Meanwhile, the competing X app (formerly Twitter) displayed resilience, sustaining 100 million daily active users on Android alone, who consistently spent about 25 minutes per day on the platform. Challenges and the Path Forward for Threads Similar Web highlights that Threads lacks the captivating content that retains X (Twitter) users. Meta CEO Mark Zuckerberg also acknowledged this shortcoming during a recent investor call, asserting the need for Threads to cultivate a compelling experience.

He emphasized that the app must attain product-market fit and subsequently fine-tune its features to ensure user retention. In retrospect, Threads' journey encapsulates the rise and fall of a digital phenomenon. While the app's rapid initial ascent showcases its appeal and potential, the