The engagement on Meta’s Twitter rival app Threads has already dropped off.
that, according to data from Sensor Tower and Similarweb, Threads has already seen a drop in daily active users and time spent on the app since its record-breaking debut.“The Threads launch really did ‘break the internet,’ or at least the Sensor Tower models,” Anthony Bartolacci, managing director at Sensor Tower, a marketing intelligence firm, tells“In the 10-plus years Sensor Tower has been estimating app installs, the first 72 hours of Threads was truly in a class by itself.
“The backing of Meta and the integration with Instagram likely gives Threads a much higher flood than other services, but it will need a more compelling value proposition than simply ‘Twitter, but without Elon Musk.’”, data from Similarweb painted a similar picture. Threads saw a plunge of more than 25% in daily active users between its July 7 peak and Monday for Threads users on Android phones worldwide. The company is not yet finished calibrating its model with iOS data.
“We did see engagement drop somewhat over the weekend, and on Monday we estimate Threads had 36.6 million active users on Android,” David Carr, senior insights manager at Similarweb, tells“While there was intense interest in checking out the app initially, not every user has made a habit of visiting Threads as often as they might other social apps.”However, Carr pointed out that Twitter’s web traffic had taken a dive since the launch of Threads and this could be significant in the coming months.
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