Meta’s Threads app usage goes down by 79% within a month

Threads, an online social media and social networking service operated by Meta Platforms, has been struggling to maintain its initial user engagement. 

SimilarWeb Ltd., a data aggregation company specializing in web traffic and performance, has reported a significant setback in user engagement. According to recent data by SimilarWeb, Threads by Instagram witnessed a 79 per cent drop in traffic within a month. 

According to the report, the app witnessed a huge traffic of 49.3 million daily active users on July 7. However, the number of active users is now down to just 10.3 million. Reportedly, the average time spent on Threads app also went down from 21 minutes a day to just 3 minutes a day in the United States. 

Threads rival app, X (Twitter), is doing better. Elon Musk’s X currently has over 100 million active users. Generally, they spend an average time of around 25 minutes per day, which is more than Threads app. 

The Threads app registered more than 100 million sign-ups within a few days of its official launch in July, according to Meta’s chief executive Mark Zuckerberg. However, the platform failed to secure the traffic. 

After a few days, the app started experiencing a decline in the number of active users. It failed to retain the user base. 

The app was launched by an American multinational technology conglomerate Meta Platforms on 5 July 2023. It was made available on the Apple App Store and the Google Play Store. 

Mark Zuckerberg also created his account on Threads. After joining the app, he said, “Threads is here. Let’s do this. The goal is to keep it friendly as it expands.”

Recently, the app added new features in order to retain the user base. It introduced features like chronological timelines and dedicated timelines on the platform.