Threads by Meta got off to a fast start. Within just five days of its release, the Twitter-like app surpassed the milestone of 100 million sign-ups, demonstrating its incredible success. However, according to recent reports, the number of daily active users of the app has already begun to fall. Mark Zuckerberg, the company’s CEO, expressed excitement about the app’s expanding user base, adding that tens of millions of users visit Threads every day, well above the company’s projections.

In a recent Threads post, Zuckerberg said, “I’m very optimistic about how the Threads community is coming together. Early growth was off the charts, but more importantly 10s of millions of people now come back daily. That’s way ahead of what we expected. The focus for the rest of the year is improving the basics and retention. It’ll take time to stabilize, but once we nail that then we’ll focus on growing the community. We’ve run this playbook many times (FB, IG, Stories, Reels, etc) and I’m confident Threads is on a good path too.”

Recent Decline in Thread User Engagement
According to recent research, user engagement on the Threads platform is declining. Data from Sensor Tower shows that since its launch on July 5, the number of daily active users has decreased by almost 20%. Additionally, according to Similarweb’s data, the number of daily active Android phone users has decreased internationally by over 25%, and usage duration has decreased by over 50% as a result.
Meta is concentrating on stabilizing the app’s performance, upgrading the fundamentals, and boosting user retention in response to these early difficulties. Users may be comfortable that this strategy has worked well for other Meta platforms including Facebook, Instagram, Stories, and Reels, according to Zuckerberg. When these fundamental elements are optimized, the business will change.

Meta is concentrating on stabilizing the app’s performance, upgrading the fundamentals, and boosting user retention in response to these early difficulties. Users may be comfortable that this strategy has worked well for other Meta platforms including Facebook, Instagram, Stories, and Reels, according to Zuckerberg. When these fundamental elements are optimized, the business will change. Although user participation is currently declining, Meta is optimistic about the future of Threads. The corporation was not prepared for the app’s first popularity. It is important to note that India leads the world in terms of app downloads, representing 33% of all downloads, followed by Brazil (22%), and the US (16%).