Mark Zuckerberg's Threads, touted as a potential "Twitter killer," experienced a rapid decline in user engagement just days after its launch.
Within 48 hours, the application attracted an impressive 100 million users, making it the fastest growing app in history. However, data collected by Similarweb revealed that traffic on Threads decreased by over 50 percent in its second week, based on Android users alone. Figures for iPhone users are expected to be released by Apple in the coming weeks.
On its busiest day, July 7, Threads boasted more than 49 million active daily users. However, by the following Friday, that number had plummeted to just 23.6 million. Additionally, the average time spent on the app decreased from 20 minutes to a mere five minutes during the same period.
Despite initial claims that Threads would rival Twitter, the social media giant has remained dominant in the industry. While web traffic to Twitter did experience a temporary decline of 5 percent and time spent on the app decreased by 4.3 percent during the first two days of Threads' existence, both statistics quickly rebounded.
One of the key factors contributing to Twitter's continued success is Elon Musk's commitment to free speech. Unlike other platforms that may censor controversial discussions, Twitter has allowed these conversations to thrive. In light of this, House Judiciary Committee Chairman Jim Jordan recently sent a letter to Mark Zuckerberg, expressing concerns about potential censorship on Threads and requesting details regarding any infringements on users' freedom of speech.
Meanwhile, Twitter, under Musk's leadership, has implemented various changes to attract and engage more users. Musk announced that Twitter usage had increased by 3.5 percent week over week, even as Threads struggled.
Additionally, he introduced the Creator Ads Revenue Sharing program, which enables users to earn a living directly on the platform. Many creators have already shared screenshots of their substantial payouts, some reaching thousands of dollars.
While Threads initially generated excitement as a potential competitor to Twitter, its rapid decline in user engagement has raised questions about its long-term viability.
As Twitter continues to dominate the social media landscape, its commitment to free speech and innovative features have proven to be key factors in attracting and retaining users.
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