Threads, Meta’s text-based social media app, has hit 300 million monthly active users, continuing its rapid growth. More than 100 million people now use the app daily, according to CEO Mark Zuckerberg, who described Threads’ growth as maintaining “strong momentum.”
The app launched last year as an alternative to X (formerly Twitter), gaining attention from those seeking new platforms. It took Threads 10 months to grow from 100 million to 200 million users, but the next 100 million joined in less than five months. This accelerating growth puts Threads in a position to compete with other major social platforms.
Apple’s data confirms that Threads was the second-most downloaded app of 2024, behind shopping app Temu. Meta’s continued efforts to improve the app appear to be paying off, as more people move to Threads.
What Are Threads’ User Engagement Numbers?
Threads now has 100 million daily active users, a figure that marks its strong daily presence. In comparison, X currently has 250 million daily active users, but that number has stayed the same since late 2022.
A closer look reveals Threads’ engagement levels are lower than X’s. Threads’ ratio of daily to monthly active users sits at 33%, while X’s is 44%. This lower “stickiness” suggests that users might be visiting Threads less frequently or spending less time on it.
To improve engagement, Threads has started collecting feedback from its users. Surveys are focusing on the app’s content recommendations and restrictions, particularly in comparison to X, which remains popular for real-time updates and breaking news.
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How Does Threads Compare To Other Platforms Like X And Bluesky?
Threads competes primarily with X, which still leads with 570 million monthly active users. However, Threads’ growth suggests it could surpass 500 million monthly users next year. Many former X users have turned to Threads as a replacement, even though the app does not yet match X’s political and news-focused content.
Bluesky, a smaller decentralised platform, has also grown recently. In November, Bluesky doubled its user base to 25 million. Features like starter packs and custom feeds have drawn users to the app, particularly during events like the U.S. election. Some of Threads’ slower growth may be due to Bluesky attracting potential users.
Meta appears to be paying attention to Bluesky’s progress. Threads has introduced similar features, including options for custom feeds and improved ways for new users to navigate the platform.
Where Does Threads Stand In The App Market?
Threads was the 2nd most downloaded app in 2024, sitting just behind Temu, the low cost shopping app that took the top spot.
While X is still a major competitor, Threads’ growth could mean that lately, users are looking for alternative platforms. Bluesky’s recent success is another example of how users are open to going for decentralised and less traditional spaces for social media engagement.
Threads promotes non-political content, which is different compared to its competition, but this makes it hard for it to compete for breaking news and trending conversations.
What Changes Are Coming To Threads?
Meta plans to begin testing ads on Threads in early 2025 as part of its efforts to make the app profitable. This move comes as Threads’ rapid growth presents an opportunity for Meta to bring in new advertising revenue.
In addition to ads, Threads continues to release regular updates to improve the user experience. Recent changes include new link preview formats and reaction icons that allow thread creators to engage more visibly with replies.
