Meta’s “Threads” — a text-based social media network that was founded as a “sanely run” Twitter competitor — is struggling massively as engagement has cratered within just two months of launch.
Mega CEO Mark Zuckerberg presented the app as a massive success upon launch after Threads reported more than 30 million sign-ups within 24 hours of its July 5 debut. Meta has described the platform as, “a new, separate space for real-time updates and public conversations.”
Threads found particular success among activists, pundits and other disgruntled leftists who disapprove of Elon Musk’s acquisition of Twitter, which he has since rebranded to “X.”
The early success has not continued, however, as an analysis from SimilarWeb found that engagement has cratered. An analysis of Android users by the digital analytics company found that daily active users peaked at 49.3 million in early July before plunging to 10.3 million in just one month, representing a drop of nearly 80 percent.
Data for iOS and Google Play measured similar trends, according to July numbers analyzed by Apptopia.
In addition to declining overall traffic, a number of the platform’s big-name sign-ups have seemingly abandoned the social network. Celebrities like Tom Brady and Jennifer Lopez — who were given