Meta Platforms’ (META.O) latest social media venture, Threads, has surpassed 175 million monthly active users, CEO Mark Zuckerberg announced on Wednesday, just ahead of its first anniversary.
Introduced as a competitor to X (formerly Twitter), Threads launched on July 5 last year to attract users during the tumultuous acquisition of the micro-blogging site by Elon Musk. The platform quickly gained 100 million users within its first week, aided by its integration with Instagram, although initial user retention was variable.
Reflecting on the platform’s growth, Zuckerberg remarked, “What a year,” noting that in April, Threads had already exceeded 150 million monthly active users.
While monthly active users provide a snapshot of Threads’ popularity, crucial metrics such as daily active users and average user engagement remain undisclosed. Despite expanding internationally and adding new features, Threads has faced challenges in sustaining user interaction, as reported by market intelligence firm Sensor Tower.
Recent data from Sensor Tower indicates a decline in user engagement, with an average of three sessions and seven minutes spent daily on the Threads app last month—a decrease of approximately 79% and 65%, respectively, compared to July last year.
As Threads currently lacks advertising, it generates minimal revenue for Meta. The platform has also joined the Fediverse, a network of social media sites supporting the ActivityPub protocol, enabling cross-platform interactions among users.
“Following its first year, Threads’ identity and growth trajectory remain uncertain,” commented eMarketer analyst Jasmine Enberg, highlighting concerns about its lack of distinct direction and original content. “Meta faces decisions on whether to maintain Threads as a standalone app or redirect engagement to Instagram, although advertiser interest in the platform remains strong.”
