Meta Threads Sees A Drop In Daily User Engagement: Report

Instagram’s text-based conversation app Threads had crossed 100 million sign-ups within the first five days of its launch last week.

However, the app is now witnessing a drop in the number of daily active users visiting Threads.

Not just this, the time spent by the users on the app is also declining.

According to data from Sensor Tower and Similarweb,  Meta’s new Twitter competitor, Threads, has seen some decline in growth and engagement (via CNBC).

For instance, Sensor Tower data suggests a decline in the number of daily active users by about 20% on Tuesday and Wednesday in comparison to Saturday. Also, the time spent by users on the app went down from 20 minutes to 10 minutes, indicating a drop of 50%.

“These early returns signal that despite the hoopla during its launch, it will still be an uphill climb for Threads to carve out space in most users’ social network routine,” Anthony Bartolacci, managing director at Sensor Tower, a marketing intelligence firm, told CNBC.

Similar trends were also noticed by the data analytics company, Similarweb. According to their data, Threads showed a slump of more than 25% in daily active users between July 7th and July 10th for Threads users when considering Android phones around the world.

Besides this, the data analytics company also suggested that the average amount of time U.S. users spent on the app plummeted from 20 minutes on July 6th to just over 8 minutes on July 10th.

According to David Carr, Senior Insights Manager at Similarweb, there were around 36.6 million active users on Android on Monday.

“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,” Carr said.

It is important to note that Threads is still in its early days, and it might take a while for the app to create a stable user base in the social network market.

“While it’s early days, 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 CNBC report quoted a Meta spokesperson.

Kavita Iyer
Kavita Iyer
An individual, optimist, homemaker, foodie, a die hard cricket fan and most importantly one who believes in Being Human!!!


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