The number of Threads users decreased by 82% from the beginning to 8 million people, and the average stay time per day drastically decreased from 19 minutes to 3 minutes

Since its release in July 2023, Meta's Threads, which has attracted a lot of attention as a rival to Twitter, is facing the challenge of retaining users as early as a month after its launch, according to American news media CNN. was revealed by the reports of

Threads user count falls to new lows, highlighting retention challenges | CNN Business

According to market research firm Sensor Tower, the number of daily active users of Threads has decreased by 82% from the time of launch as of July 31, with only 8 million users accessing the app every day. This is the lowest number since the day after its release, when daily active users peaked at 44 million, Sensor Tower said.

The survey highlights that not only are people using apps, but also the amount of time they are using them is decreasing. On launch day, Threads users averaged 14 launches of the app and spent an average of 19 minutes scrolling. However, as of August 1, the average usage time has dropped to just 2.9 minutes, and the number of sessions per day has also dropped to 2.6.

Market research firm Similarweb reports a similar picture, albeit with slightly different numbers. David Carr, senior insight manager at Similarweb, said, “Threads peaked at 49 million users on July 7, the day after its launch, but has been steadily declining since then. , dropped to 11 million on the 29th.'

The steepest drop occurred in the two weeks after launch, but Similarweb points out that it has been declining at a rate of about 1% per day since then.

Meanwhile, Meta's Mark Zuckerberg said at the company's most recent earnings call, 'We've seen unprecedented growth since launch, but more importantly, more people than we expected are returning each day. ”, emphasizing the success of the launch.

Zuckerberg also said, ``We are focused on user retention and improving the foundation, and after that we will focus on growing the community to the scale we think is possible.'' It shows the idea of continuing to expand functions and improve user experience.

Threads had limited features when it launched, but since then it has announced more highly requested features such as reverse chronological content feeds, a PC app, and direct messages.

Zuckerberg also revealed that Threads reached 100 million subscribers on July 10, making it one of the fastest growing apps of all time.

It is reported by the media that Meta is considering adding 'retention (fixation), driving (promotion), and hooks', which are measures to continue using Threads users in the future.