20 Jul 2023

The hype surrounding "Threads," the new social network launched by Meta CEO Mark Zuckerberg, has collapsed

Threads has unraveled so quickly that new data shows active users have been halved. Threads launched in the US on July 5 and reached over 100 million sign-ups by that weekend. Shortly after, Zuckerberg wrote in a post, "Can't believe it's only been five days!" Zuckerberg appears to have prematurely taken a victory lap because early last week, data from SensorTower and SimilarWeb showed an exodus of users and a plunge in engagements. The note was titled Threads Unravels: So-Called 'Twitter Killer' App Sees Exodus Of Users, Plunge In Engagement. New data from SimilarWeb shows the exodus has worsened. As of last Friday, daily active users on the app collapsed from 49 million to 23.6 million in a week. Usage in the US peaked on July 7 at about 21 minutes of engagement. By Friday, that number plunged to just six minutes. SimilarWeb said the app lacks basic features that "offer a compelling reason to switch from Twitter or start a new social media habit." Also, some users found Threads has been dominated by censorship.

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