Threads: The Fastest Growing App Faces User Attention Challenges

Threads, the app launched by Meta, the company behind Twitter, has experienced a sudden drop in user engagement, failing to hold people’s attention. Despite a staggering 150 million downloads within just 10 days of its release, reports indicate that users have migrated away from the app, finding it less interesting. Daily usage has plummeted by nearly 50 percent, with users now spending only 10 minutes per day compared to the previous 20 minutes.

According to data from Sensor Tower and Similarweb, Threads’ daily active users have dropped by approximately 20 percent since its launch on July 5. The decline is even more pronounced for Android users, with a global decrease of over 25 percent in daily active users. Furthermore, the time spent on the platform has decreased by over 50 percent.

Although these figures are discouraging for Threads, it’s important to remember that it is still in its early stages. Meta has plans to introduce more features similar to Twitter, which could potentially attract more users and increase daily usage. A company spokesperson acknowledged the current challenges but expressed optimism about the platform’s initial success, surpassing their expectations. They emphasized their commitment to ensuring stable performance, introducing new features, and continuously improving the user experience in the coming months.

According to data from, India leads the world in terms of downloads for the Threads app, accounting for 33 percent of global downloads. Brazil follows with 22 percent, and the United States with 16 percent. In contrast, Twitter’s CEO, Elon Musk, claimed that global usage on his platform has increased by 3.5 percent. Additionally, Twitter plans to share ad revenue from profile page views in the near future. Musk also recently acknowledged that Twitter is still facing financial challenges, with a significant 50 percent drop in advertising revenue and significant debt from the past.

While Meta’s Threads has achieved a remarkable milestone in terms of sign-ups, the platform’s daily usage has experienced a significant decline. However, with Meta’s plans to introduce more Twitter-like features and improve the user experience, there is potential for an increase in daily usage and for Threads to regain the momentum it initially aimed for. India’s dominance in app downloads, followed by Brazil and the United States, highlights the global interest in the platform. Meanwhile, Twitter continues to face its own challenges, with a decrease in advertising revenue and significant debt.

It remains to be seen how Meta will address the user attention challenges faced by Threads and whether the app can regain its initial popularity. With strategic improvements and the integration of features that made Twitter successful, Threads may still have a chance to captivate users and become a prominent player in the social media landscape.

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