Engagement on Threads down after initial boom

CHENNAI: After a sudden explosion into the social media world driven by the maximum installs from India, Meta’s Threads app is now waning in popularity and usage.

Data sourced from app intelligence firm Sensor Tower indicates that after initial highs driven by Indian users, engagement on the new Threads app recorded a steep fall in July 18-22 week. Globally, daily average time spent and session counts per user for Threads on July 18 were each down more than 75% compared to July 6 as initial user interest wore thin.
Threads recorded 95 million downloads as of July 18 with top five markets for app downloads since launch being India (28%), the US (13%), Brazil (13%) Mexico (5%) and Japan (4%), data showed. Industry estimates also point to India being Twitter’s second-largest market (after the US) in terms of both lifetime downloads and monthly active users. Threads emerged as the most downloaded app on launch day, in the last decade, amassing over 40 million downloads globally. “Despite this, Threads has since seen a material decline in new sign-ups. Downloads have fallen an average of 22% DoD from July 7 through July 18,” Sensor Tower analysts said .

Vikas Chawla, co-founder of digital marketing firm Social Beat says that currently, it’s the Indian Instagram user base that’s largely on Threads. “Twitter has always had the reputation as a platform for the ‘intellectual elite’ and Threads is seen as a social network for all. In the next few weeks, if Threads gets its product strategy right, its adoption could go higher in India,” he says