Threads, which launched last week as a rival to Twitter, has seen a sharp decline in user numbers and engagement. According to the latest data from data analytics companies, the number of active users has dropped by 50 per cent since reaching 100 million users.

Thread usage down to 10 minutes per day

According to data from Sensor Tower and SimilarWeb, Threads has seen a huge drop in daily active users. Although it reached 100 million users within days of launch, it has struggled to attract users in recent days.

According to published data, the number of active users has fallen by around 20 per cent in the last two days. In addition, the average time users spend on the application has dropped by 50 per cent, from 20 minutes to 10 minutes.

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There are several reasons for the decline in Threads usage. The first possibility is that users have lost interest in the application. Another possibility is the removal of some restrictions on Twitter. As you may recall, Twitter imposed a daily limit on the number of tweets users could view.

Some time ago, Twitter said it might sue Meta over the Threads app. Twitter claimed that its data had been stolen by its former employees. It also accused Mark Zuckerberg of stealing the idea for the app.

Despite the drop in engagement, Threads has managed to become the fastest growing social media app of all time. If Meta adds new features or makes changes to the app to improve the user experience, engagement could rise again.