Meta’s Twitter clone app continues to grow, with Threads now up to 400 million monthly active users (MAU), rising from 350 million back in April.
The update means that Threads is maintaining a steady growth rate, while Meta also reported increases in time spent in the app as well, as it continues to improve the Threads algorithm.
As announced by Instagram chief Adam Mosseri:
“As of a few weeks ago we there are more than 400 million people active on Threads every month. It’s been quite the ride over the last two years. This started as a zany idea to compete with Twitter, and has evolved into a meaningful platform that fosters the open exchange of perspectives. I’m grateful to all of you for making this place what it is today.”
The latest update means that Threads is maintaining its overall growth trajectory, and is inching closer to X on total MAU.
Though I’m not sure how much I believe X’s active user claims.
Because while Elon Musk says that X now has 600 million monthly active users, the actual data, both reported by X itself and via third party analytics providers, suggests that X is losing audience over time.
Indeed, X’s own EU reporting shows that X has lost 15% of its European user base since Elon took over at the app, while third party analytics suggest that X has seen a significant decline in mobile users, though it still maintains a lead in web traffic. But with web traffic only contributing a minor amount of X’s overall usage (approximately 20%), the trends, based on all data sources other not named Elon, suggest that X is actually down on overall usage, not rising.
Which would suggest that Threads is actually much closer to becoming the real-time social media platform of choice for the majority, and as more and more people shift over to the app, including influencers and celebrities, that continues to see more engagement happening on Threads, giving Meta another winner in the social media app race.
Which may not be a good thing. Part of the appeal of Bluesky is that it’s not owned by the big corporations, and is therefore not as beholden to shareholders, billionaire owners, political manipulation, etc. But Bluesky hasn’t caught on as initially hoped.
After seeing a surge in sign-ups after last year’s U.S. election, which seemingly pointed to it becoming a more significant consideration, Bluesky’s growth has slowed significantly, and is now sitting on 38 million total users. Bluesky’s still growing, and it has a passionate and engaged user base, but it doesn’t look like it’s going to become a major player in the space.
Though that could still change, with both Musk and Meta chief Mark Zuckerberg continuing to let political influences guide their decisions. That hasn’t worked out well for Musk, and could still become a problem for Meta, and if there is another flood away from the major apps, Bluesky is still ready and waiting for another influx.
Recent history suggests that this will happen, though it does seem like things are stabilizing somewhat, with some of X’s most recent controversies not driving users to Bluesky as they have in the past.
Maybe they’re going to Threads instead, and maybe, that’s contributing to Threads becoming the key rival for X. And if Zuck and Co. don’t suddenly make some radical announcement that turns off its audience, maybe Threads will soon become the leader in the race.
It seems more likely than not that Threads will take over from X, and become the real-time social leader, and with the Threads team putting a bigger emphasis on relevant, real-time information, it does seem to be getting close to perfecting the recipe for live, in-the-moment engagement.
Either way, it’s become a significant platform, and another weapon in Meta’s ever-growing ad serving system.
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