Not all of the mountain is oregano and not all text-based social networks are X. After the arrival of Elon Musk at X, formerly known as Twitter, many users sought greener pastures. In response, Mark Zuckerberg , CEO of Meta , opened the doors to Threads . Now, two years since its launch, Threads has emerged as a formidable rival to X, showcasing impressive growth and user engagement.
The Data Behind the Growth
Recently, Zuckerberg and Adam Mosseri , the CEO of Instagram, confirmed via their official profiles that Threads has reached a remarkable milestone: 400 million monthly active users (MAUs). This achievement is particularly notable given that the platform ended 2024 with just over 275 million users and soared to 350 million by April. This rapid growth underscores Threads’ escalating popularity in the social media landscape.
Understanding monthly active users (MAUs) is crucial; this metric allows us to gauge a platform’s performance and overall health. An increase in MAUs is generally viewed as a positive sign, indicating that the social network is attracting and retaining users effectively.
X’s Performance
Current data about X comes from recent statements by Linda Yaccarino , its former CEO. As of April 2025, X reported 600 million MAUs. However, its growth appears to be slowing. In September 2024 , X had 570 million MAUs, which increased only slightly to 586 million by January of the following year. While X maintains a higher overall user count than Threads, the latter exhibits a much more rapid growth trajectory.
While X currently leads in monthly active users, Threads shows greater potential for future growth. Under Musk’s leadership, X has likely reached its peak, at least in terms of its previous iteration as Twitter.
However, we should take these numbers cautiously, as both sets of data come from the CEOs of the respective platforms, making them inherently biased.
A Matter of Use
Furthermore, third-party data reinforces the argument for Threads’ escalating popularity. According to SimilarWeb , both Threads and X have comparable daily active users (DAUs). As of June 2025, X’s mobile app had 132 million DAUs (15.2% decrease from the previous year), while Threads reported 115.1 million DAUs, signifying a 127.8% increase year-over-year. However, the scenario shifts when we look at website usage: X attracted 145.8 million daily visits, while Threads only gathered 6.9 million .
In terms of user engagement , according to Apptopia , Threads also edges out X. Threads users access the app about 6.6 times a day , with sessions lasting an average of 190 seconds each. In contrast, X users log in 7.3 times daily but spend an average of only 150 seconds per session. On a more granular level, Threads users dedicate around 21 minutes daily to the app, while X users spend roughly 18 minutes . This indicates that, although X has a larger user base, Threads manages to keep its users engaged for a longer duration.
Threads benefits from significant user traction through its integration with Instagram.
Integration with Instagram
The meteoric rise of Threads can be attributed in part to its strategic integration with Instagram . Users of Instagram often see Threads posts in their feeds, enabling seamless interconnection between both platforms. This integration allows users to link their profiles and even receive push notifications for Threads content on Instagram. Meta has leveraged its vast resources effectively, capitalizing on its existing user base to drive Threads’ growth.
The Competition: Bluesky
Another contender in the social media arena is Bluesky , which has garnered significant attention. Currently, it boasts 38.2 million registered users. However, actual user engagement appears lower than that of Threads or X. API data indicates that only 600,000 to 700,000 users actively post content, while about 1.2 million engage with posts. Thus, Bluesky still trails behind the more established platforms.
In conclusion, Threads’ noteworthy growth and increasing user engagement present it as a serious rival to X. With strategic integration with Instagram and a strong focus on user retention, Threads showcases the potential to reshape the competitive landscape of social media. As the digital environment continues to evolve, the success of Threads may serve as a bellwether for future trends in user engagement and platform growth.