Is Threads losing steam? Here’s what we know [new research]

When Threads launched in July 2023, it made headlines for breaking records — 100 million sign-ups in less than five days — and was quickly dubbed the “Twitter killer.” But within weeks, usage dropped sharply. Headlines followed, warning that Threads was already losing steam.

Fast forward to 2025, and the picture looks very different. Despite early skepticism, Threads has quietly grown into an active conversation platform online, yet it is still murky waters for brands.

So, is Threads really losing steam? Not quite. The platform may have cooled from its explosive debut, but recent data and the marketers I spoke with suggest it’s gaining traction in a more sustainable, long-term way.

Short answer: No — at least, not anymore.

After the initial burst of downloads and attention in July 2023, Threads experienced a steep drop in engagement. According to SimilarWeb, usage fell by 79% just one month after launch, and average time spent on the app dropped from 21 minutes to just 3 minutes per day in the U.S.

But those early numbers told only part of the story.

In January 2025, Meta CEO Mark Zuckerberg revealed that Threads had surpassed 320 million monthly active users. Data from Backlinko supports that growth:

• Threads now has 100 million daily active users globally.
• In the U.S. alone, there are 30 million monthly active users.
• The app has maintained steady growth every month since its rocky post-launch period.

“Threads now has more than 320 million monthly actives, and has been adding more than 1 million sign-ups per day. I expect Threads to continue on its trajectory to become the leading discussion platform and eventually reach 1 billion people over the next several years,” he wrote in an earnings statement.

When I log on to Threads, I’m impressed at how lovely my feed feels. Essentially, it’s the text version of Instagram. My experience seems to match many of the users and brands…

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