Following the hype of the launch of Meta’s latest undertaking in the social media sphere, Threads is off to a declining number of users, a week after it was made public.
The data comes from the analytics firm SimilarWeb, which identified a significant reduction in the newest social media platform’s engagement with users, despite earning the title of being the fastest-growing app of all time.
From 49 million users on July 7, 2023, Threads’ daily active users (DAU) have dropped to less than half at 23.6 million on July 14, per the report.
Similarly, there is also the plummeting interest of users concerning the time they spend with the app. In the United States, which saw the greatest hype, users have drastically reduced their interaction from 21 minutes to just over six minutes.
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Although SimilarWeb’s finding is based solely on Android users, another analytic company seems to align with the result. Sensor Tower, a market intelligence firm, corroborated the nosedive, stating that the app “has experienced a double-digit decline in DAUs and user engagement since launch.”
Threads’ momentary rise is somewhat anticipated, however. On the one hand, many Twitter users have been actively on the lookout for alternatives. And with Instagram easily tying up with the new app, making the shift was made relatively simple and easy.
But, on the other hand, Threads is also just a new kid on the block with barebones to offer at the functional level. Most notably, the lack of largely non-algorithmic feeds that are not easily swayed by any influencer or brands.