Engagement on Meta’s Threads app drops after initial growth spike

  • Threads’ daily active users declined from 49 million to 23.6 million in a week, with US usage time dropping from 21 to 6 minutes a day.
  • Market intelligence firm Sensor Tower reported a similar engagement decline, while Instagram exec Adam Mosseri said focus is now on feature development and engagement.
  • Despite Twitter seeing a drop in web traffic during Threads’ first days, there are indications that some of Threads’ engagement has come at the expense of Twitter’s.
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