Threads Is Here

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

Report by Jasmine Enberg  | UPDATED: Dec 22, 2023
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Executive Summary
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Table of Contents
Executive Summary
Threads must maintain the momentum.
Twitter is in serious trouble, but it’s not dead yet.
Meta’s dominance could grow further.
Sources
Media Gallery
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.
Topics
Social Media Usage
Social Media Ad Spending
Worldwide
Table of Contents
Executive Summary
Threads must maintain the momentum.
Twitter is in serious trouble, but it’s not dead yet.
Meta’s dominance could grow further.
Sources
Media Gallery

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.

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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

Charts in This Report

Social Users Worldwide, by Platform, 2023 (millions)Top 10 Countries Worldwide, Ranked by Threads App Downloads, July 5-12, 2023 (millions and % of total)
US Adults Who Are Most Likely to Try Threads in the Next Few Weeks, July 2023 (% of respondents)

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First Published on Jul 17, 2023

authors

Jasmine Enberg

Contributors

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