Meta’s Threads, originally launched as a competitor to X (formerly Twitter), has been available for over half a year. The app initially experienced significant spikes in downloads and popularity, with Instagram users flocking to the new platform due to the seamless migration process and the ability to use the same username. However, this interest gradually waned.
Now, the tides seem to be turning again, with the Meta-owned social platform making a potential turnaround. The app ranked as the fourth most downloaded iOS app and the eighth most downloaded on Google Play in December 2023. The platform also nearly tripled its downloads to 12 million on the App Store and reaching 16 million on Google Play, as per a report by AppFigures. These numbers mean Threads surpassed other popular social platforms, including Spotify, Telegram, and most importantly, rival X.
The recent resurgence is likely attributed to Instagram actively promoting Threads posts across users’ feeds. Furthermore, the addition of new features, such as the ability to add tags and delete a Threads profile without deleting your Instagram account first, has contributed to the rise in Threads’ popularity.
Additionally, Threads has already achieved numerous milestones. Meta CEO Mark Zuckerberg announced in October of last year that the app was approaching a total of 100 million users. Based on reports, it seems the app has already surpassed that figure.
Meanwhile, rival X has slowed down with the barrage of features and changes that Elon Musk introduced as soon as he got hold of the reins—including stripping away legacy checkmarks, rebranding the platform as ‘X,’ and even introducing a myriad of features such as live streaming, the ability to post videos up to 2 hours in length, and bringing monetization options for qualifying accounts subscribed to X Premium.
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