Threads users decline significantly despite initial surge in sign-ups

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Despite a dizzying number of initial sign-ups, usage of Threads, Mark Zuckerberg's answer to Twitter, has declined significantly in recent weeks, according to a new report of by Similarweb, a digital intelligence platform.

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27 Jul 2023

Within the first few hours of its launch on 5 July, Threads garnered 5m user registrations and within less than a week at least 100 million people had signed up for the app. But, three weeks later, active daily use or the number of users who engage with the site on a daily basis has dropped, from a peak of 49 million on 7 July to 12 million on 22 July, according to Similarweb.

Even on its busiest day, usership of Threads was less than half of Twitter’s, according to the data. Twitter averages more than 100 million active daily users.

“Most of those who still use Twitter regularly will continue doing so at about the same rate,” said David Carr, senior insights manager at Similarweb.

Threads, launched by Instagram-owner Meta, was meant to capitalize on the chaos at Twitter since its takeover by the billionaire Elon Musk, and