Since its highly anticipated launch, Threads, Meta’s platform directly competing with Twitter, has been at the center of attention.
Its promise to deliver a unique and differentiated experience in the world of social networks generated expectations and excitement in equal measure.
However, as the dust from its debut settles, the app now faces significant challenges in its quest to keep users engaged.
The recent revelation of estimates by renowned market research firms Similarweb and Sensor Tower provides insightful perspective on the challenges Threads is encountering on its trajectory.
The app, which had experienced a promising start, has undergone a noticeable decline in its number of active users, underscoring the harsh reality of retention in the competitive world of social media.
According to data collected by Sensor Tower, Threads has experienced a pronounced 82% decrease in its number of daily active users since its launch until July 31. What initially attracted an impressive figure of approximately 44 million daily active users on its launch day has steadily declined to just eight million daily users.
A drop of this magnitude could be discouraging for many platforms, but Threads remains undeterred.
Sensor Tower’s data reveals that the average time users spend on Threads has drastically decreased to only 2.9 minutes per day, with an average of 2.6 daily sessions per user.
Despite these challenges, Meta’s CEO, Mark Zuckerberg, maintains an optimistic and motivational tone. In a recent conference, he expressed his confidence that Threads will overcome these difficulties and become a fundamental part of Meta’s social media ecosystem.
He emphasized the importance of retention and the continuous improvement of the user experience.
Since its debut, Threads has made it clear that it is committed to constant evolution. Despite initial obstacles, the app has promised to add user-requested features, such as a reverse chronological content feed, a desktop version, and the ability to send direct messages.
Ultimately, the decline in the number of active users that Threads has experienced since its launch should not be seen as a setback, but as an opportunity to learn, evolve, and reaffirm its commitment to the user community.
Source: SimilarWeb
