Threads Is Here

It’s Already a Twitter Rival—Now Meta Must Keep Users Engaged

About This Report
Threads has staying power, but Meta must ensure that the novelty and intrigue don’t wear off before the network effects take hold. It’s already a formidable rival to Twitter, but it’s not a replacement, and Threads must find its identity outside of Instagram to become a viable platform for users and advertisers.

The metaphorical Zuckerberg-Musk cage match has started. Threads already poses a real threat to Twitter, but it still has a lot to prove once the hype dies down. And Meta must also not lose sight of its real battle—with TikTok.

Key Question: What does Threads need to do to sustain growth and build a viable business, and what does its launch mean for Twitter and Meta?

KEY STAT: Over 100 million people have signed up for Threads, but there’s a long way to go for it to reach 1 billion users.

Here’s what’s in the full report


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Table of Contents

  1. Executive Summary
  2. Threads must maintain the momentum.
  1. Twitter is in serious trouble, but it’s not dead yet.
  2. Meta’s dominance could grow further.
  1. Sources
  2. Media Gallery

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First Published on Jul 17, 2023


Jasmine Enberg


Andrew Lipsman
Principal Analyst, Retail & Ecommerce
Jennifer Merritt
Vice President, Content