Observed Signal · Aug 7, 2023 · Product Update · Source: Trending Topics · Impact: 2/5 · Sentiment: Negative
Threads loses over 80% of daily users within a month
About one month after its launch, Meta's Twitter alternative Threads has reportedly lost more than 80 percent of its daily active users, according to analyses by Similarweb and Sensor Tower. The app rapidly gained roughly 70 million users shortly after launch, but engagement has dropped sharply. Similarweb measured a decline from a peak of about 14 minutes per day on July 6 to 2.3 minutes by August 1. Sensor Tower reports daily active users fell by 82 percent between July 5 and July 31, with average engagement dropping from 19 minutes to 2.9 minutes. Despite the decline, Threads remains one of the most downloaded apps on both Android and iOS. Meta has since added a chronological following feed and post translation, and Instagram chief Adam Mosseri announced plans to connect Threads with the decentralized Fediverse.
The sharp drop in Threads' daily active users and engagement is a notable signal for Meta's new social platform and its future advertising potential, but it does not directly reshape the advertising technology industry.
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Key Takeaways & Evidence Grounding
- Similarweb and Sensor Tower report Threads lost over 80% of its daily active users within one month of launch.
- Sensor Tower measured an 82% drop in daily active users between July 5 and July 31, 2023.
- Daily time spent on Threads fell from about 14 minutes on July 6 to 2.3 minutes by August 1, according to Similarweb.
- Sensor Tower reported average engagement fell from 19 minutes to 2.9 minutes.
- Meta added a chronological following feed and post translation to Threads and announced plans to connect it to the Fediverse.
Connected Companies & Entities
4 Entities mapped“Meta hat Threads inzwischen um häufig nachgefragte Funktionen erweitert....”
“Laut Similarweb kam es zu Beginn in allen Märkten, in denen Threads verfügbar ist, am 6. Juli mit etwa 14 Minuten pro Tag zum Höhepunkt....”
“Nach Angaben des Marktforschungsunternehmens Sensor Tower ist die Zahl der täglich aktiven Nutzer:innen der App vom 5. Juli bis zum 31. Juli...”
“Laut t3n hat Threads mittlerweile mehr als 80 Prozent seiner täglichen Nutzer:innen eingebüßt....”
Ontology Mapping & Concepts
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