{"id":150316,"date":"2023-07-17T15:38:29","date_gmt":"2023-07-17T15:38:29","guid":{"rendered":"https:\/\/www.similarweb.com\/blog\/?p=150316"},"modified":"2024-12-26T10:04:23","modified_gmt":"2024-12-26T10:04:23","slug":"threads-week","status":"publish","type":"post","link":"https:\/\/www.similarweb.com\/blog\/insights\/social-media-news\/threads-week\/","title":{"rendered":"Threads Usage Drops By Half From Initial Surge"},"content":{"rendered":"<h2>While a strong start makes Threads a contender among possible Twitter replacements, daily active users dropped from 49 million to 23.6 million in a week<\/h2>\n<p>In the race to replace Twitter, Threads is off to a strong start but still has a long way to go toward winning the enduring loyalty of those who partake in a social network dominated by text posts and linked articles. Despite attracting far broader attention than Twitter alternatives like the open source Mastodon or the still beta Bluesky, the Threads spin-off from Meta\u2019s Instagram business unit does not yet have customers coming back regularly.<\/p>\n<p>Many of the statistics quoted below are based on usage on Android, which is somewhat easier to track than usage on iOS \u2013 although numbers for Apple\u2019s mobile app platform will be released in the coming weeks.<\/p>\n<h2>Key takeaways<\/h2>\n<ul>\n<li>On its best day, July 7, Threads had more than 49 million daily active users on Android, worldwide, according to Similarweb estimates. That\u2019s about 45% of the usage of Twitter, which had more than 109 million active Android users that day.<\/li>\n<li>By Friday, July 14, Threads was down to 23.6 million active users, or about 22% of Twitter\u2019s audience.<\/li>\n<li>Usage in the US, which saw the most activity, peaked at about 21 minutes of engagement with the app on July 7. By July 14, that was down to a little over 6 minutes.<\/li>\n<li>In the first two full days that Threads was generally available, Thursday and Friday, <a href=\"https:\/\/www.similarweb.com\/website\/twitter.com\/\">web traffic to twitter.com<\/a> was down 5% compared with the same days of the previous week. Although traffic bounced back, for the most recent 7 days of data it\u2019s still down 11% year-over-year.<\/li>\n<li>On the days of peak interest in Threads, Twitter\u2019s Daily active users on Android, worldwide, were virtually unchanged, but time spent was down 4.3% \u2013 perhaps because some users were off trying Threads. Even with that drop, however, the average total time spent on Twitter was about 25 minutes.<\/li>\n<\/ul>\n<p>To a large extent, Threads solves the \u201cempty party problem\u201d that makes it tough to start a new online community by allowing Instagram users to instantly create a Threads account, bringing their existing contacts with them.\u00a0 Our daily usage numbers make Meta\u2019s claim of having achieved more than 100 million total account signups in a matter of days seem reasonable. However, Threads is missing many basic features and still needs to offer a compelling reason to switch from Twitter or start a new social media habit with Threads.<\/p>\n<h2>Threads briefly captured a big chunk of Twitter\u2019s market<\/h2>\n<p>Here\u2019s a snapshot of how the two compared during the initial rush of excitement and the days after.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-150314 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/07\/threads_week_1.png\" alt=\"Threads app vs Twitter July 2023\" width=\"1267\" height=\"582\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/07\/threads_week_1.png 1267w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/07\/threads_week_1-300x138.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/07\/threads_week_1-1024x470.png 1024w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/07\/threads_week_1-768x353.png 768w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/07\/threads_week_1-512x235.png 512w\" sizes=\"(max-width: 1267px) 100vw, 1267px\" \/><\/p>\n<h2>Total daily minutes of use has fallen<\/h2>\n<p><a href=\"https:\/\/www.similarweb.com\/app\/google-play\/com.instagram.barcelona\/statistics\/\">Threads drew the most usage within the US<\/a>, partly because it\u2019s not available in another key market, the EU. US users were enthusiastic enough about diving into Threads and seeing who else was there that they averaged 21 minutes of usage of the app on July 7. However, by July 14, that was down to a little over 6 minutes.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-150315 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/07\/threads_week_2.png\" alt=\"July 2023 Threads app engagement by day\" width=\"1200\" height=\"742\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/07\/threads_week_2.png 1200w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/07\/threads_week_2-300x186.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/07\/threads_week_2-1024x633.png 1024w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/07\/threads_week_2-768x475.png 768w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2023\/07\/threads_week_2-512x317.png 512w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/><\/p>\n<h2>If Threads succeeds vs Twitter, the Instagram edge will be a big reason<\/h2>\n<p>There are some signs that Threads threads to eat directly into Twitter\u2019s market share. In the first two full days that Threads was generally available, Thursday and Friday, <a href=\"https:\/\/www.similarweb.com\/website\/\">web traffic<\/a> to twitter.com was down 5% compared with the same days of the previous week and <a href=\"https:\/\/www.similarweb.com\/app\/google-play\/com.twitter.android\/statistics\/\">Twitter Android app usage<\/a>, by time spent, was down 4.3%.<\/p>\n<p>In a bad sign for app user loyalty, Twitter user retention has been on the decline. On Android, the percentage of new users who are continuing to regularly use the Twitter app after 30 days has dropped from 19% in May 2022 to 16% in May 2023. In contrast, the loyalty of new Instagram users has held steady at about 40%.<\/p>\n<p><em>The Similarweb Insights &amp; Communications team is available to pull additional or updated data on request for the news media (journalists are invited to write to <a href=\"mailto:press@similarweb.com\" target=\"_blank\" rel=\"noopener\">press@similarweb.com<\/a>). When citing our data, please reference Similarweb as the source and link back to the most relevant blog post or <a href=\"https:\/\/www.similarweb.com\/blog\/insights\/\">similarweb.com\/blog\/insights\/<\/a>.<\/em><\/p>\n<p><strong>Contact: <\/strong>For more information, please write to <a href=\"mailto:press@similarweb.com\" target=\"_blank\" rel=\"noopener\">press@similarweb.com<\/a>.<\/p>\n<p><a href=\"https:\/\/support.similarweb.com\/hc\/en-us\/articles\/360001631538-Similarweb-Data-Methodology\"><strong>Methodology<\/strong><\/a><\/p>\n<p><strong>Disclaimer: All names, brands, trademarks, and registered trademarks are the property of their respective owners.<\/strong> The data, reports, and other materials provided or made available by Similarweb consist of or include estimated metrics and digital insights generated by Similarweb using its proprietary algorithms, based on information collected by Similarweb from multiple sources using its advanced data methodologies. Similarweb shall not be responsible for the accuracy of such data, reports, and materials and shall have no liability for any decision by any third party based in whole or in part on such data, reports, and materials.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>While a strong start makes Threads a contender among possible Twitter replacements, daily active users dropped from 49 million to 23.6 million in a week In the race to replace Twitter, Threads is off to a strong start but still has a long way to go toward winning the enduring loyalty of those who partake [&hellip;]<\/p>\n","protected":false},"author":441,"featured_media":150313,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[7892,8274],"tags":[],"class_list":["post-150316","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-insights","category-social-media-news"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Threads Usage Drops By Half From Initial Surge | Similarweb<\/title>\n<meta name=\"description\" content=\"While a strong start makes Threads a contender among possible Twitter replacements, daily active users on Android dropped from 49 million to 23.6 million\" \/>\n<meta name=\"robots\" content=\"max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.similarweb.com\/blog\/insights\/social-media-news\/threads-week\/\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"David F. Carr\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.similarweb.com\/blog\/insights\/social-media-news\/threads-week\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.similarweb.com\/blog\/insights\/social-media-news\/threads-week\/\"},\"author\":{\"name\":\"David F. 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