Threads’ User Engagement Plummets After Explosive Start

Social media app Threads, Meta’s new Twitter alternative, has seen a nearly 70% decline in the number of daily active users since its July 7 peak, according to market intelligence firm Sensor Tower, spoiling their explosive launch just two weeks ago and paling in comparison to Twitter, the social media giant it’s trying to dethrone.

Threads’ daily active users stands at around 13 million—down from 44 million on July 7—and the average daily time spent on the app is four minutes, which is down from its launch day peak of 19 minutes, according to Sensor Tower.

This comes after the company reported it had hit 100 million sign-ups within a week after it launched on July 5.