Threads Struggles to Sustain Engagement Following the Explosive Surge in Users Upon Launch

Threads, the text-based social media platform from Meta that was released as a direct competitor to Twitter, experienced an initial surge in sign-ups, hitting 100 million users in the first five days of its launch. However, user engagement has been steadily declining, and the app hasn’t sustained momentum from the initial boom.

According to data from market intelligence firm Sensor Tower, per The Wall Street Journal, the number of daily active users on Threads has declined for two weeks in a row and now teeters around 13 million — a striking 70% drop from the peak on July 7.

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