With the apparent self-implosion at Twitter, Instagram-parent Meta launched into the microblogging scene with Threads.
Aimed at users and advertisers fed up with Twitter’s handling following the Musk takeover, it made a large splash in the first week with over 100 million sign-ups. This was helped along by Twitter announcing it had temporarily limited the amount of tweets a user could view in one day.
Threads works in a similar way to Twitter, where a mix of short posts from accounts followed and accounts algorithmically selected as “of interest” are sorted in a feed, which updates regularly.
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Get started with Luna for freeInstagram, or more appropriately Meta, has not been afraid of being labelled a copycat in the past. In 2016, it launched Stories, a rip-off of Snapchat Stories. More recently, it launched Reels, a direct competitor to TikTok, which reshaped how Instagram was used and introduced the algorithmic features that are prominent on Threads.
Unlike the other two times, Instagram did not launch Threads to fend off a competitor’s growth, but as an attack at a time of weakness for Twitter.
Threads is sold as a safer, moderated microblogging experience, which appears to be in stark contrast to Musk’s “free speech paradise” Twitter. This enticed some advertisers over, but there has not been a huge surge in usage from one side to the other.
To that end, Facebook has now lowered some of the claims it made in the opening days of Threads. Usage has dropped by 80 percent in comparison to the first week – as many expected – and a lot of the conversions on Threads appear more generic than the ones happening on Twitter.
There have been plenty of Twitter alternatives launched since the takeover, but Threads is likely to be the biggest threat to Twitter long-term. The question is can a mix of Instagram followers and brands create an active microblogging community similar to Twitter? Or will users drop-off once the hype surrounding the app dies down over the next few months?
We have collected data and statistics on Threads. Read on below to find out more.
Threads Key Statistics
- Threads had 130 million monthly active users, an increase of 100 million from August 2023
- Threads had over 100 million sign-ups in its first five days, surpassing ChatGPT to become the fastest app to reach 100 million users
- One analyst projected Threads revenue to reach $8 billion by 2025
Threads Overview
| Title 1 | Title 2 |
|---|---|
| Launch date | July 2023 |
| HQ | Menlo Park, California |
| People | Adam Mosseri (CEO), Mark Zuckerberg (Meta CEO) |
| Business type | Subsidiary |
| Owner | Meta Platforms |
| Industry | Social media |
Threads Users
Threads hit 130 million active users in 2024, after a steep decline in activity following its launch.
Threads annual users 2023 to 2024 (mm)
| Date | Users (mm) |
|---|---|
| July 2023 | 100 |
| August 2023 | 30 |
| February 2024 | 130 |
Sources: Company data
Threads Forecast Revenue
An analyst at Evercore ISI estimated that Threads could contribute $8 billion to Meta’s bottom-line by 2025.
Threads annual forecast revenue 2024 to 2026 ($bn)
| Year | Forecast revenue ($bn) |
|---|---|
| 2024 | 4.5 |
| 2025 | 8 |
| 2026 | 11.3 |
Source: Evercore ISI
Threads vs Twitter: Users
Threads Downloads by Country
Just under 20% of all Threads downloads have come from India, followed by the United States and Brazil.
Threads downloads by country 2023 to 2024 (%)
| Country | Percentage of downloads (%) |
|---|---|
| India | 19% |
| United States | 13% |
| Brazil | 7% |
| Turkey | 5% |
| Indonesia | 4.6% |
| Japan | 4.2% |
| Mexico | 3.8% |
Source: AppMagic
Threads Age Demographics
Over a third of all Threads users are in the 18-24 age bracket.
Threads age demographics 2023 (%)
| Age bracket | Percentage of users (%) |
|---|---|
| 18-24 | 37% |
| 24+ | 63% |
Source: Sensor Tower
Threads FAQ
Who owns Threads?
Meta Platforms, the holding company which operates Facebook, Instagram, and WhatsApp, owns Threads.
How many posts have been published on Threads?
Over 95 million posts were published on Threads in the first 24 hours.
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