Meta’s Threads platform has experienced a significant decrease in user engagement, with the average time spent on the platform dropping by 50 percent. Despite surpassing 150 million sign-ups, reports indicate that users now spend only 10 minutes on Threads, down from the previous average of 20 minutes.
According to data from Sensor Tower, the number of daily active users on Threads has declined by approximately 20 percent since its launch on July 5. Similarweb’s findings reveal a global drop of more than 25 percent in daily active users on Android devices, accompanied by a more than 50 percent decrease in usage time.
Despite these early challenges, Meta remains optimistic about the platform’s future. As Meta continues to introduce Twitter-like features, they hope to regain momentum and increase daily usage. A company spokesperson stated, “We’re excited about the initial success of Threads, which has surpassed our expectations. We launched the app just over a week ago, and our focus now is on ensuring stable performance, delivering new features, and continuing to improve the experience in the coming months.”
The adoption of Threads has seen varied global patterns. India leads in terms of app downloads, accounting for 33 percent of the total, followed by Brazil at 22 percent and the United States at 16 percent, according to data.ai.
In related news, Elon Musk, a prominent figure in the technology world and owner of Twitter, claimed that Twitter’s usage has increased by 3.5 percent globally. To attract more advertisers, the micro-blogging platform will share ad revenue from profile page views.
However, despite the reported increase in usage, Musk acknowledged last week that Twitter is still facing financial challenges. Following a 50 percent drop in advertising revenue and significant debt from the past, Musk revealed that Twitter remains in a financially precarious situation.
As Threads continues its journey, Meta will need to address the decline in user engagement and find effective ways to enhance the platform’s appeal. With ongoing improvements and the introduction of new features, Meta hopes to regain user confidence and propel Threads toward greater success in the future.