Launched two years ago as a direct alternative to Twitter (aka X), Threads has evolved into a big player in the social media landscape. The latest growth puts it within striking distance of X, which Elon Musk claims has 600 million monthly active users. However, independent metrics tell a different story.
Data from X’s own European Union transparency reports show a 15% decline in its user base in that region since Musk’s acquisition. Third-party analytics also indicate a drop in mobile usage, even though web traffic remains relatively stable. Given that web activity represents only about one-fifth of X’s total engagement, these figures suggest its overall audience may be shrinking rather than expanding.
This trend could accelerate Threads’ rise as a preferred platform for real-time online interaction. Influencers, public figures, and everyday users are increasingly active on Threads, contributing to higher levels of conversation and community engagement. For Meta, this momentum adds another strong product to its portfolio, which already dominates much of the social media market.
Other competitors have struggled to match this pace. Bluesky, which saw a brief surge in sign-ups following last year’s U.S. elections, now has 38 million registered accounts. Although its community is active and dedicated, growth has slowed sharply, limiting its ability to challenge the two largest players.
Market dynamics could still shift. Both Meta and X have faced criticism over political influence on their platforms, and significant policy changes could push users toward smaller networks. Bluesky remains positioned to benefit from any future migration away from the major services, though recent controversies at X have not produced the same level of user movement as in previous years.
For now, the momentum appears to be with Threads. Its focus on timely, relevant content seems to be resonating with users, bringing it closer to becoming the leading real-time social platform. If current patterns continue, the gap between Threads and X could narrow even further in the months ahead.
Notes: This post was edited/created using GenAI tools. Image: DIW-Aigen.
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