Deep Dives

Threads hits 100 million users in 5 days while Twitter traffic tanks

July 10, 2023
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Meta's new social platform, Threads, is rapidly growing and outpacing Twitter in terms of sign-ups since its launch, with a total of 100 million users. Meanwhile, Twitter's traffic appears to be on the decline, with the company remaining mostly silent on the matter.

Launch and Growth of Threads: Meta, formerly known as Facebook, launched Threads on July 5th, 2023. This new platform has already attracted over 100 million users within just a week.
  • CEO Mark Zuckerberg expressed surprise at the swift growth, stating that most sign-ups were organic, and many promotions had not yet been activated.
  • Instagram's chief, Adam Mosseri, described Threads as a positive "public square" for communities that Twitter never quite captured.

  • Twitter's Declining Traffic: Concurrent with Threads' emergence, Twitter has experienced a decrease in user traffic.
  • Cloudflare's CEO, Matthew Prince, pointed out that Twitter's traffic was significantly declining in a screenshot shared on the platform.
  • According to web analytics company Similarweb, Twitter's web traffic has dropped 5% compared to the previous week and 11% compared to the same days in 2022.
  • Twitter has yet to provide a substantive comment on this matter.

  • Integration with Instagram: The surge of growth on Threads is partly due to its integration with Instagram.
  • Users are able to sign up using their existing Instagram handles, and even retain some of their following as more people register on Threads.

  • Comparison with ChatGPT: Threads' growth has even outpaced OpenAI's ChatGPT, which took two months to reach the 100 million monthly user mark.
  • Yet, Threads still has room for expansion, particularly in Europe, where some regulatory complexities need to be addressed.

  • Impact on Twitter: The success of Threads might potentially threaten Twitter's market position.
  • Twitter reported approximately 238 million monetizable daily active users in its last public quarterly earnings report in the previous summer.
  • Elon Musk, Twitter's owner, expressed concern about Threads, accusing Meta of "unlawful misappropriation" of trade secrets through his lawyer.
  • Musk and Zuckerberg also exchanged heated remarks on social media over the weekend.
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