When threads were started in July 2023, it made headlines for BREAK recorde-100 million registrations in less than five days and was quickly referred to as “Twitter killer”. But within weeks the use was strong. Headlines followed and warned that threads already lost steam.
Fast lead until 2025, and the picture looks very different. Despite the early skepticism, Threads has tacitly developed into an active conversation platform online, but it is still cloudy water for brands.
So do threads really lose steam? Not quite. The platform may have cooled down from its explosive debut, but the latest data and the marketers I have spoken to indicate that it is gaining in more sustainable and long -term traction.
Does threads lose steam?
Short answer: no – at least not anymore.
After the initial outbreak of downloads and attention in July 2023, threads experienced a severe decline in engagement. Accordingly SimilarThe use fell only one month after the start by 79%, and the average time spent on the app fell from 21 minutes to only 3 minutes a day in the USA
But these early figures only told part of the story.
In January 2025, Meta -CEO Mark Zuckerberg announced that threads had been exceeded 320 million monthly active users. Backlinko data Supports this growth:
- Threads now have 100 million active users worldwide every day.
- In the United States alone, there are 30 million monthly active users.
- The app has retained steady growth every month since its rocky post-start time.
“Threads now have more than 320 million monthly active ingredients and have added more than 1 million registrations a day. I expect threads to be the leading discussion platform in the next few years and finally reach 1 billion people.” He wrote in a declaration of earnings.
When I register with threads, I am impressed how nice my feed feels. It is essentially the text version of Instagram. My experience seems to meet many users and brands …