TL;DR
Recent usage data indicates that Twitter clones like Threads and Bluesky are experiencing user declines. While some companies dispute these figures, the trend suggests difficulties for these platforms. This matters because it impacts the future landscape of social media alternatives.
Recent usage reports indicate that Twitter clones, including Meta’s Threads and Bluesky, are experiencing significant user declines, casting doubt on their growth trajectories amid broader social media challenges.
According to data from market research firm Apptopia, daily active users on Meta’s Threads have fallen in seven of the past eight months, with a 61 percent decrease from their October 2023 peak. Global monthly users are estimated at 388 million, down from around 400 million in January 2024. Despite these declines, Threads still surpasses Twitter in US daily users as of early 2024, although the gap is narrowing.
Bluesky, another Twitter alternative, has not shown significant growth since its launch and has faced leadership changes, including the resignation of CEO Jay Graber in March 2024. The platform has not demonstrated clear signs of reversing its stagnation, with some reports suggesting it remains a niche service.
Meta has pushed back against Apptopia’s figures, describing them as “objectively false,” and cited a report from eMarketer predicting that Threads would grow by nearly 20 percent this year and surpass X in users by 2027. The accuracy of these projections remains uncertain, and industry analysts note that usage trends are volatile and difficult to predict.
Why It Matters
The declining engagement on Twitter clones like Threads and Bluesky highlights the difficulties new social media platforms face in gaining and maintaining user loyalty. This impacts the broader competition landscape, potentially limiting alternatives to Twitter as the dominant microblogging service. For investors, developers, and users, these trends may influence future platform strategies and the viability of social media diversification.
Social Media Analytics Tools Standard Requirements
As an affiliate, we earn on qualifying purchases.
As an affiliate, we earn on qualifying purchases.
Background
Since Elon Musk’s acquisition of Twitter in late 2022, several competitors have emerged, including Meta’s Threads and Bluesky, aiming to capitalize on user dissatisfaction and regulatory challenges faced by Twitter. While initial hype surrounded these platforms, recent data suggests that user engagement has plateaued or declined, reflecting broader industry challenges such as market saturation and user fatigue.
Previous reports indicated that Bluesky had not shown significant growth, and leadership changes further complicated its prospects. Meanwhile, Threads, launched in July 2023, quickly gained initial traction but has since experienced a steady decline in daily activity, raising questions about its long-term sustainability.
“Threads’ daily active users have declined in seven of the past eight months, with a 61 percent drop from October 2023 peak.”
— Adam Blacker, Apptopia analyst
“The Apptopia report is ‘objectively false’ and does not reflect the actual usage data.”
— Meta spokesperson
“We predict Threads will grow nearly 20 percent this year and surpass X in users by 2027.”
— eMarketer analyst
What Remains Unclear
It is unclear whether the reported declines reflect long-term trends or short-term fluctuations. The accuracy of third-party data remains disputed, and future user engagement depends on platform updates, industry shifts, and competitive responses.
What’s Next
Monitoring upcoming quarterly reports and platform updates will be crucial to assess whether these platforms can reverse current declines. Industry analysts will also watch for any strategic changes or new features aimed at boosting user retention and growth.
Key Questions
Are Threads and Bluesky losing users overall?
According to third-party data from Apptopia, both platforms are experiencing user declines, with Threads showing a 61 percent drop in daily users since October 2023. Bluesky’s usage remains stagnant, with no clear signs of growth.
Does Meta dispute the usage decline reports?
Yes, Meta has called Apptopia’s data ‘objectively false’ and cited other reports predicting growth, though these projections are unconfirmed by independent data.
Could these platforms still grow in the future?
It’s possible, especially if they implement new features or strategic changes. However, current data suggests they face significant hurdles in maintaining or increasing user engagement in the near term.
What does this mean for Twitter’s dominance?
The decline of Twitter clones could reduce competition and reinforce Twitter’s position as the primary microblogging platform, although ongoing industry shifts could alter this landscape.
