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After impressive uptake in the first few days after its launch, Meta Platforms’ Threads app saw its usage decline by half roughly a week after hitting peak activity.
According to a new report from SimilarWeb, the app’s daily active users on Android declined from its best of 49 million on 7 July 2023, a day after launch, to 23.6 million by 14 July 2023.
The latter is roughly 22% of Twitter’s daily active user count on Android, SimilarWeb said.
“Despite attracting far broader attention than Twitter alternatives like the open-source Mastodon or the still-beta Bluesky, the Threads spin-off from Meta’s Instagram business unit does not yet have customers coming back regularly,” SimilarWeb said.
SimilarWeb also said Threads appeared to have a small impact on Twitter web usage, with a 5% drop in twitter.com web traffic in the first two days after its launch.
“On the days of peak interest in Threads, Twitter’s daily active users on Android, worldwide, were virtually unchanged, but time spent was down 4.3% – perhaps because some users were off trying Threads,” SimilarWeb said.
“Even with that drop, however, the average total time spent on Twitter was about 25 minutes,” SimilarWeb said.
By comparison, the peak total time spent on Threads hit an average of 21 minutes on 7 July 2023 but declined to 6 minutes a week later.
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