A few days ago, Similar Web posted that Threads Usage had gone down by half. While Threads started on a high note that made it a worthy contender of the “struggling” Twitter, its daily active users dropped from 49 million to 23.6 million in just a week.

In separate findings, CNBC reported on July 13th that Thread’s daily users had dropped, just five days after its red-hot debut. The number of hours on the app also went down to almost a 1/3 of what was recorded hours after its launch.

Was this expected? Well, the contemporary internet audience is fickle. The audience is constantly looking for content that resonates with them and that serves their personal interests. Currently, the audience is most interested in the shiny new tech things, and in the past few days, was the new “Twitter Killer”, Threads.

But we can agree that in an effort to replace Twitter, Threads is off to a strong start. However, it has a long way to go in regard to winning user loyalty. Despite it performing way better than other Twitter alternatives, Threads is also yet to gain customers coming back regularly.

Threads was launched on July 5, 2023, allowing users to join the app using Instagram login credentials.  With a current user base of over 2.5 billion, Instagram played a key role in propelling Threads’ uptake and popularity.

Threads was launched at a time when Twitter was undergoing major changes that irked its users. Forbes reports that within the first two days of Threads’ launch, Twitter’s web traffic went down by 5%.

This is only a segment of Twitter’s turmoil, as under Elon Musk’s controversial leadership, the company’s value dropped to $15 billion, almost a third of what Elon paid for its acquisition. But as I always say, time will tell.