Is Threads Losing Momentum? Key Insights [New Research]

Is Threads losing steam? This question has been on many people’s minds since its blockbuster launch in July 2023, when it hit 100 million sign-ups within five days, earning the nickname “Twitter killer.” Initially, Threads’ usage dropped sharply, sparking concerns about its longevity. However, recent insights reveal a different narrative.

As of 2025, however, Threads paints a transformed picture. While initial doubts overshadowed its growth, the platform now thrives quietly as an online conversation hub. This leaves many to reconsider: is Threads truly losing steam? Evidence suggests otherwise. Though the platform’s early excitement waned, new data indicate a robust, lasting engagement.

Understanding Threads’ Momentum

Contrary to popular belief, Threads is not currently losing steam. Following a sensational debut, the app witnessed a dramatic 79% drop in user activity after its inaugural month, with the average daily use in the U.S. plummeting from 21 to 3 minutes. More details can be found in this SimilarWeb report.

Nevertheless, this initial downturn tells half the story. In January 2025, Meta’s CEO Mark Zuckerberg disclosed that Threads boasted over 320 million monthly active users. This incredible rise, supported by Backlinko’s data, illustrates steady growth:

• Threads registers 100 million daily active users worldwide.
• 30 million of those users are in the U.S. alone.
• Consistent monthly growth followed its initial turbulence.

Threads’ Future: Growth and Potential

Zuckerberg further emphasized in an earnings report that Threads continues to attract over a million sign-ups each day. His vision anticipates the platform reaching a billion users, advancing towards becoming the primary discussion arena.

My personal experience on Threads reflects this vibrant growth. Logging in, I find a text-based version of Instagram, rich with engaging interactions. This resonates with many, inviting both users and brands to engage dynamically.

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