ALBAWABA - After a strong start for Meta's latest app, Threads, there has been a significant decline in the number of daily active users and the time spent browsing the app.
Threads had surpassed a total of 100 million users within just five days of its launch, making it the fastest-growing app in history.
However, the latest data indicates that the momentum gained by the Twitter competitor app has dwindled since then.
Anthony Bartolacci, Managing Director at marketing intelligence company Sensor Tower, stated to CNBC that after Threads' record-breaking launch, the app experienced a substantial decline in user engagement.
He added that over Tuesday and Wednesday, the total number of daily active users on the app dropped by around 20% compared to Saturday.
Moreover, the time spent by followers browsing the app decreased from 20 minutes to 10 minutes, a 50% decline.
Bartolacci pointed out that these early results indicate that despite the buzz surrounding Threads at its launch, it still faces a challenging task of carving out space in the routines of most social media users.
Separate data from Similarweb also showed similar outcomes, with a decrease of over 25% in daily active users between its peak on July 7th and this past Monday, specifically among Android users globally.
Similarweb data indicated a decline in Threads' usage time by over half, with American users spending only 8 minutes browsing the app on July 10th, compared to the initial 20 minutes on July 6th.
