Active users and involvement in threads have drastically decreased.

We got a bit curious about threads to its launch but not all fell in love with it. The Threads app still has a long way to go before it can really challenge Twitter's supremacy, according to a new review of its early performance.

The number of daily active users has dropped by about 50% since the app's launch only a few weeks ago, indicating that it is struggling to retain regular users. According to data by SimilarWeb, the Threads app has more than 49 million daily active users on Android as of July 7. However, with more than 109 million active Android users on the same day, this only represented about 45% of Twitter's usage.

But only one short week later, on July 14, Threads' daily active users had fallen to 23.6 million, a roughly 50% decline and only around 22% of Twitter's audience. On July 7, users spent about 21 minutes on Threads, making the United States the country with the highest involvement.

However, by July 14, this involvement had decreased to just over six minutes. This decline in usage also had an impact on Twitter, with 5% less people visiting twitter.com during the first two full days of Threads' availability than they had the week prior. Data for the most recent 7-day period reveal an 11% year-over-year decline in traffic, despite a subsequent recovery.

While Threads attracted attention, Twitter's daily active users on Android stayed stable, while time spent on the platform fell by 4.3%. This indicates that some users may have been looking at the Threads app as a substitute. The fastest-growing app has 100 million downloads in five days, but it hasn't yet developed a steady user base.

The "empty party problem" is addressed by Threads, a branch of Meta's Instagram business unit, which enables Instagram users to easily import their existing contacts. Not many users, meanwhile, have developed the habit of using the app as frequently as they may other social apps.

To distinguish out in a crowded social media market, the Threads app must give a flawless user experience and unique value. For Meta to be as popular as Twitter, only 1 in 4 Instagram users need to use Threads on a regular basis.