Traffic on Meta’s Threads, branded as a Twitter substitute, drops by 70%: Report

Meta was positioned as a competitor to Twitter, whose users were rumoured to be considering leaving the social media network as a result of Elon Musk’s regulations.

The social media app Threads by Meta, which gained enormous traction after its launch earlier this month, appears to have peaked. According to market intelligence company Sensor Tower, the number of daily active users on the site has decreased by about 70%.

According to a Forbes report, the Meta-owned app, which was touted as a Twitter competitor, now has 13 million daily active users, down from 44 million on July 7. According to Sensor Tower statistics, users spend barely four minutes on the app on average each day, down significantly from 19 minutes on the day of introduction.

Meta said that within a week after its July 5 launch, Threads had attracted 100 million sign-ups. There are 200 million active users on Twitter right now, and their average session lasts 30 minutes.

Certain Twitter capabilities, such as desktop functionality and the ability to search for topics rather than persons, are absent from Threads. Twitter has been a significant source of news and information over the years. On the other hand, political news and content have increasingly departed from Mark Zuckerberg’s Meta.

Wall Street Journal has been informed by management at Meta that additional features would be added to keep users on the site.

Elon Musk, the owner of Twitter, has made significant modifications to the website since he took over in late October. Musk’s practises, whether it is the widespread layoffs or the paid verification plan, have led many consumers to switch to different options.