Two separate data analysis firms say the Twitter killer from Instagram has unraveled even as Meta has rushed to add highly requested features.
Similarweb, a digital intelligence platform, shared its data with Gizmodo showing Threads daily active users hovered around 49 million just two days after launch. By Aug. 1 that number had cratered to just over 9.6 million. Engagement is also way down from early in Thread’s lifespan. Similarweb’s data shows time spent on the app in all available markets peaked on July 6 at about 14 minutes a day, but that time has been cut to just 2.3 minutes by Aug. 1…
David Carr, a senior insights manager at the analysis company, told us the engagement time based on just U.S. user data was slightly more favorable to Threads, but not by much. The app peaked at 20 minutes but now it’s keeping steady at around 3 minutes for U.S. users.
According to the market research firm Sensor Tower, as CNN first reported and later seen by Gizmodo, the daily active user count on Threads is down 82% from when the app launched July 5 to July 31. According to Sensor Tower, the app was leveraging about 44 million DAU at its peak as more folks sought a real Twitter alternative. By the end of the month, it was hovering around 8 million visitors. The company told CNN that DAU is falling at about 1% every day. Sensor Tower data also mentioned that engagement was down to just 2.9 minutes a day compared to 19 minutes earlier in July.
Not surprised. They launched a half-baked product when they thought Twitter was most vulnerable and then did nothing with it. It’s just a bunch of brands and influencers posting really embarrassing and tone-deaf content, now. At least on Twitter I can find someone dunking on the president and the richest man on earth making a fool of himself every time I log on.
