Meta's new platform and Twitter competitor, Threads, has seen a decline in usage amongst its subscribers, according to data from Sensor Tower and Similarweb.
Threads opened with a boom last week after setting a record with 100 million signups in five days, but it seems people have gotten their fill of the new app. According to CNBC, on Tuesday and Wednesday, Threads' number of daily active users went down 20% from Saturday, and the time people spent on the app also went down 50%, from 20 minutes to 10 minutes.
"The Threads launch really did 'break the internet,' or at least the Sensor Tower models," Anthony Bartolacci, managing director at Sensor Tower, a marketing intelligence firm, told CNBC. "In the 10-plus years, Sensor Tower has been estimating app installs, the first 72 hours of Threads was truly in a class by itself."
Bartolacci continued, "These early returns signal that despite the hoopla during its launch, it will still be an uphill climb for Threads to carve out space in most users' social network routine. The backing of Meta and the integration with Instagram likely gives Threads a much higher flood than other services, but it will need a more compelling value proposition than simply 'Twitter, but without Elon Musk.'"
Similarweb also showed a downward trend with Threads. The app saw a 25% dip in daily active users between its July 7 peak, and Similarweb data suggested that usage time dropped by more than half. The average time users in the United States spent on the app went from about 20 minutes on July 6 to just about 8 minutes on July 10.
Despite the decline in usage, Threads had a huge opening week. On the first day of launch, The Verge reported people had already posted more than 95 million posts, netting over 190 million likes. It's still in its early stages, so Threads has time to get those users back, and Meta officials are confident they'll do so.
"While it's early days, we're excited about the initial success of Threads, which has surpassed our expectations," a Meta spokesperson said. "We launched the app just over a week ago, and our focus now is on ensuring stable performance, delivering new features, and continuing to improve the experience in the coming months."
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