Whereas Meta’s Twitter-like Threads app nonetheless has an extended method to go to meet up with different platforms within the area, it’s seemingly nonetheless including customers at a reasonably sturdy fee, primarily based on the newest knowledge from Appfigures, which tracks total obtain exercise developments.
And whereas “downloads” and “active users” are wholly totally different measurements, the truth that Threads remains to be driving curiosity is a optimistic, which is able to a minimum of see extra individuals making an attempt out the brand new app.
As reported by TechCrunch:
“Threads saw 12 million new downloads in December 2023, earning it a No. 4 spot in the Top Charts by downloads on Apple’s App Store. It also saw 16 million downloads on Google Play, which gave it the No. 8 spot. On both stores combined, it was the No. 6 app by way of new installs.”
These outcomes aren’t overly stunning, on condition that Threads was launched to European users on December 14th. Primarily based on Instagram adoption figures versus Threads, my assumption was that the Threads EU launch would possible drive round 25 million extra downloads total, which is considerably according to these stats.
As such, these figures aren’t essentially indicative of normal natural development, as there was a major occasion inside this era. However nonetheless, it does present that Threads remains to be rising, and that it nonetheless maintains its alternative to problem X.
Although there have been some damaging indicators as nicely.
Threads downloads had slowed considerably earlier than December, whereas some outstanding former Twitter customers are both sticking with X, and even reverting again to the app, the place they’ve already established a big following.
I just lately appeared on the Threads exercise of the top 50 most followed profiles on X, and matched that to their posts on Threads, and located that just about half of those prime accounts don’t actually have a Threads presence, which isn’t an awesome sign for the app.
Nearly all of sports activities and information accounts are nonetheless prioritizing X, whereas huge identify Indian celebrities additionally haven’t made the change. These are important parts of the Twitter/X expertise, and if Threads can’t win them over, it might make it troublesome to take care of its development momentum.
Nonetheless, it’s early days for the app, and I do anticipate that Threads will cross 200 million month-to-month customers shortly, versus X’s claimed 500 million monthly actives. That’s numerous alternative, and it feels prefer it might solely take just a few extra Elon controversies to drive a extra important shift away from his app.
And on the identical time, X remains to be struggling to win again advert companions, which will even play a key function in its future evolution.
The challenges for X on this regard are diverse, starting from Musk’s ongoing criticisms of former advertisers which have lower their X advert spend, to his many controversial takes on political scorching button points, to Neighborhood Notes being displayed on adverts within the app, explaining why they’re deceptive.
In consequence, advertisers are seemingly nonetheless staying away from the app.
AdWeek has reported that huge manufacturers are spending round 55% much less on Tremendous Bowl adverts on X this 12 months, with their budgets as a substitute going to TikTok, YouTube Shorts and Instagram. That would recommend that X’s advert income, its key earnings supply, remains to be down by round half on what it was earlier than Elon took over on the app, and at some stage, primarily based on X’s prices, and required funding in new initiatives, it might turn out to be an existential concern for the app.
Possibly that would be the factor that pushes extra customers in the direction of Threads, and actually, that’s possible what Meta constructed the app for, to supply another in case of a full X collapse, in an effort to scoop up these cast-offs with the same expertise.
To be clear, the whole destruction of X nonetheless appears unlikely, particularly in an election 12 months. However the challenges for Elon’s “everything app” are persevering with to mount, whereas on the identical time, extra individuals are, as a minimum, giving Threads a shot.
