The notification popped up on my phone: “Elon Musk Posts Controversial Take on AI.” I sighed, already knowing what rabbit hole I was about to tumble down. It felt like I was constantly switching between apps, trying to find a platform that wasn’t a digital dumpster fire. But could Mark Zuckerberg’s answer to X actually become the new town square?
Say what you will about the social media platform Threads—for instance that its rushed rollout in 2023 felt like a rather cynical ploy by Meta to exploit the public’s aversion to X owner Elon Musk, and that it’s not clear who Threads is for in the first place—but hey: a favorable report from Similarweb is making it look more popular than its main competitor, Elon Musk’s X.
Last year, according to a report from the analytics company Similarweb, Threads briefly edged out X in mobile daily active users. Then the two platforms’ performance by this metric more or less converged for a while, before Threads achieved a higher number of daily active users for the month of October, also according to Similarweb. Now, the latest report from Similarweb (Similarweb publishes a lot of these reports), gives Threads a still healthier lead in daily active iOS and Android users. Threads had achieved 141.5 million daily active users as of about two weeks ago, while X’s Android and iOS apps have only 125 million daily active users.
X is still far and away the more popular platform for web-based users, an important claim that hints at wider relevance. In September of last year, according to Forbes, there were 140.7 million daily active users on X.com, while only a minuscule 7.7 million daily active users materialized on the Threads website.
It should be noted that unlike X—and fellow X clone Bluesky, for that matter—Threads is a subsidiary of a more popular social media app than any of these: Instagram. Meta funnels Instagram users to Threads, and vice versa, a tactic that pretty obviously boosts the power levels of both platforms. And that’s not to mention that they both exist under the aegis of Facebook.
And while Threads’ ascent past X reflects a long term upward trend, not a short-term spike, it’s also worth mentioning that this shift comes amid a rather nasty scandal in which a chatbot operated by X’s parent company was recently running amok on the platform, generating non-consensual deepfake bikini photos of people, including minors in some cases.
Bluesky also experienced a spike in downloads at the height of the controversy according to a report from the data company Appfigures as quoted by TechCrunch—at one point experiencing a 50% boost in daily downloads from the period before its competitor’s deepfake crisis.
Threads Takes the Mobile Crown
I noticed a friend, a former X devotee, posting exclusively on Threads. No angry rants, no political firestorms—just pictures of his dog and links to interesting articles. It made me wonder, is Threads succeeding simply because it’s not X?
Recent data suggests the winds are shifting in the social media landscape. According to Similarweb, Threads has surpassed X in daily active mobile users. As of recent counts, Threads boasts 141.5 million daily active users on Android and iOS, while X lags slightly behind with 125 million. This isn’t just a blip; it’s a trend.
Is Threads More Popular Than X?
For mobile users, the answer is becoming a clear “yes.” The analytics firm Similarweb continues to publish reports showing Threads in the lead for daily active users on both iOS and Android. But before you delete your X account, consider this: X remains the dominant force on the web. As of September, X boasted 140.7 million daily active web users, compared to Threads’ paltry 7.7 million. The platforms are like two boxers with different strengths. X dominates the web rounds, while Threads is racking up points on mobile.
The Instagram Effect
I overheard someone at a coffee shop complaining about being “forced” to join Threads just to see a friend’s Instagram story. Annoying? Maybe. Effective? Absolutely.
Threads benefits from a significant advantage: its integration with Instagram. Meta leverages its existing user base to funnel users between the two platforms, creating a powerful network effect. Think of it as Meta building a digital superhighway, while X is stuck on a dirt road. This symbiotic relationship gives Threads a considerable boost, something standalone platforms like Bluesky can’t easily replicate.
Why Did Bluesky Get a Boost?
Speaking of alternatives, Bluesky saw a surge in downloads during a controversy involving X. When a chatbot on X’s parent company platform went rogue, generating deepfake images, users flocked to Bluesky. According to Appfigures, Bluesky experienced a 50% increase in daily downloads. This highlights a key factor in the social media wars: user trust. Scandals and controversies can have a direct impact on platform growth, driving users to seek safer alternatives.
The Road Ahead for Threads
I imagined Mark Zuckerberg and Elon Musk as rival chess players, each trying to outmaneuver the other in the battle for digital supremacy. Threads’ mobile victory is a significant move, but the game is far from over.
While Threads has gained ground, X still holds considerable influence, especially on the web. Whether Threads can maintain its mobile momentum and expand its reach remains to be seen. As social media users continue to demand safer and more engaging experiences, the future of these platforms hinges on their ability to adapt and evolve. Can Threads successfully leverage its mobile advantage to truly challenge X’s overall dominance, or will X find a way to regain its footing?