“Twitter killer”: Daily active users are less than half at the beginning

“Twitter killer”: Daily active users are less than half at the beginning

“Twitter killer”: Daily active users are less than half at the beginning.

“Twitter killer” lack of stamina? Daily active users are less than half at the beginning of the launch.

“Twitter killer” Threads has been online for two weeks, and despite breaking through 100 million users in just a few days, the app now seems to be in a situation where stamina is not enough.

Threads is an independent app launched by Meta based on Instagram that competes with Twitter.

It was launched on July 5, EST. In less than five days, the number of registered users exceeded 100 million, breaking the previous record set by the phenomenal app ChatGPT. It took about two months for the latter to reach 100 million users.

However, Threads’ daily active users fell from 49 million on July 7 (two days after it went live) to 23.6 million last Friday, according to a report this week from web traffic analytics firm Similarweb, and average usage time on the app fell from 21 minutes to six minutes during the same time frame.

Meta executives acknowledged shortly after Threads launched that it was much easier to get users to sign up for a hot new app than to keep them engaged for a long time.

That’s especially true for Threads, which launched at a weak time for Twitter and tapped into Instagram’s massive user base.

Despite the halving of Threads’ daily active users, Meta CEO Mark Zuckerberg remains optimistic.

“I’m very optimistic about how the Threads community is coming together,” he said on Threads on Monday. “The early growth was record breaking, but more importantly, tens of millions of people are now coming back every day. For the rest of the year, we’re focused on improving our base and retention.”

Shares of Meta have risen more than 6 percent since Threads launched, but some analysts who cover the company doubt Threads will be able to turn a profit quickly.

Meta executives said that once Threads users reach critical mass, they may add advertising to the platform.

Ali Mogharabi, senior equity analyst at Morningstar, said that even if Threads continues to add users, advertisers may be hesitant and may wait and see before committing advertising dollars because they are not sure about long-term user retention and engagement.

However, some analysts believe that Threads may have more advantages than Twitter, because Meta is a company that provides clear value to advertisers.

If anything, there is a risk that some advertisers may see Threads as just another meta platform as they pursue a diversification strategy.