Meta Platforms ' latest social media venture, Threads , has amassed over 175 million monthly active users , CEO Mark Zuckerberg announced on Wednesday, just shy of the platform’s first anniversary.
Launched as a competitor to X, formerly known as Twitter, Threads made its debut on app stores on July 5 of last year, strategically positioned to attract users from the micro-blogging giant during its turbulent acquisition by billionaire Elon Musk .
The app swiftly reached 100 million users within a week, aided by a streamlined process for Instagram users to create their Threads profiles. However, some initial users eventually became inactive.
“What a year,” Zuckerberg remarked in a Threads post. Back in April, he had reported that the platform's MAU (monthly active users) had surpassed 150 million.
The monthly user count provides only a partial view of Threads' success, as it hasn't disclosed critical metrics like daily active users and average time spent per user.
Despite expanding its user base internationally and adding new features, Threads has faced challenges in boosting user engagement , as reported by market intelligence firm Sensor Tower.
Last month, the average user engaged with the Threads app in three sessions per day, spending an average of seven minutes, marking declines of about 79% and 65% respectively from July of the previous year, according to Sensor Tower data.
Threads currently lacks advertising and therefore generates minimal revenue for Meta. Recently, the platform joined the Fediverse, a collection of social media sites supporting the ActivityPub protocol, allowing for cross-platform interactions.
“A year after launch, we know what Threads isn’t, but we don’t know what it is,” commented eMarketer analyst Jasmine Enberg. She noted that the platform’s uncertain direction and lack of original content might hinder its growth.
“Meta must be wondering whether it makes sense to keep Threads as a standalone app or to direct that engagement back to Instagram. The good news is that advertiser interest in the platform is high,” she added.
Launched as a competitor to X, formerly known as Twitter, Threads made its debut on app stores on July 5 of last year, strategically positioned to attract users from the micro-blogging giant during its turbulent acquisition by billionaire Elon Musk .
The app swiftly reached 100 million users within a week, aided by a streamlined process for Instagram users to create their Threads profiles. However, some initial users eventually became inactive.
“What a year,” Zuckerberg remarked in a Threads post. Back in April, he had reported that the platform's MAU (monthly active users) had surpassed 150 million.
The monthly user count provides only a partial view of Threads' success, as it hasn't disclosed critical metrics like daily active users and average time spent per user.
Despite expanding its user base internationally and adding new features, Threads has faced challenges in boosting user engagement , as reported by market intelligence firm Sensor Tower.
Last month, the average user engaged with the Threads app in three sessions per day, spending an average of seven minutes, marking declines of about 79% and 65% respectively from July of the previous year, according to Sensor Tower data.
Threads currently lacks advertising and therefore generates minimal revenue for Meta. Recently, the platform joined the Fediverse, a collection of social media sites supporting the ActivityPub protocol, allowing for cross-platform interactions.
“A year after launch, we know what Threads isn’t, but we don’t know what it is,” commented eMarketer analyst Jasmine Enberg. She noted that the platform’s uncertain direction and lack of original content might hinder its growth.
“Meta must be wondering whether it makes sense to keep Threads as a standalone app or to direct that engagement back to Instagram. The good news is that advertiser interest in the platform is high,” she added.
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