Threads is struggling to build on its impressive launch, following a 70% slump in daily active user numbers.
Market analysts Sensor Tower reported on Friday that 13m people are using Meta’s new social media app daily, which is down significantly from the 7 July high of 54.4m.
After the initial buzz of its surprise launch, a slowdown for Threads was expected but the scale of the decline might be a worry for CEO Mark Zuckerberg.
The app, which launched as a direct rival to Twitter, is still missing notable features such as a search function for content, direct messages and a follow-only timeline.
Meta opted to launch Threads relatively early in its development to capitalise on the missteps made over at Twitter HQ.
However, the absence of key features is now making it more difficult to retain users.
All is not lost, though.
Threads hit a remarkable 100m downloads within days and it’s still very popular on iOS and Android app stores.
Threads is racking up 1m+ new downloads per day to take its total past 185m.
Perhaps surprisingly, the US isn’t its biggest market, which points to its global potential.
India currently tops the list with 60.1m installs, while Brazil is next with 40.2m, compared to 27.8m for the US.
Meta has the resources to roll out new features relatively quickly and scale the app accordingly.
Threads will also benefit if Elon Musk continues with his chaotic approach to new updates.
Twitter revealed on Friday (21 July) that soon only Twitter Blue subscribers will be able to send unlimited daily DMs.
Meanwhile, Musk confirmed on Sunday that he is on the cusp of replacing the iconic bird logo with an “X” to represent his plans for a new “super app”.
He tweeted: “And soon we shall bid adieu to the Twitter brand and, gradually, all the birds.”
As for Threads, it’s too soon to determine whether it will be successful in the long term.
Its Instagram branding and simple sign-up process count in its favour, but it will need to add highly requested features and make its platform compelling for creators to build on its initial hype.