By one count, the number of active daily users on Threads has dropped 82% since peaking in early July
On the day Threads went live, users opened the app 14 times on average and spent 19 minutes during each session rummaging through the site’s content. By August 1st, the average user opened the app only 2.6 times (again, on average) and each time these subscribers spent only 2.9 minutes browsing through Threads. Those figures come from Sensor Tower but another market research firm, Similarweb, reported similar findings.
Similarweb’s data reveals that a peak 49 million users visited Threads on July 7th, the day following the platform’s launch. David Carr, a senior insights manager at Similarweb, said that by July 29th that figure had dropped to 11 million which was a 78% decline from the peak number. Sensor Tower says that the average user count for Threads continues to decline at the rate of 1% daily. Despite the falloff, Meta CEO Mark Zuckerberg said last month that he was “quite optimistic” about Threads.
Zuckerberg, who co-founded Facebook which changed its corporate name to Meta back in 2021, also stated that “We saw unprecedented growth out of the gate and more importantly we’re seeing more people coming back daily than I’d expected. And now, we’re focused on retention and improving the basics. And then after that, we’ll focus on growing the community to the scale we think is possible.”
