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

When the threads were launched in July 2023, he made headlines to break the record-100 million signup-up-and-one in less than five days and was quickly declared a “Twitter killer”. But within weeks, the use decreased sharply. After the headlines, it was warned that the thread was already losing steam.

In 2025, fast ahead, and the picture looks very different. Despite early doubts, threads quietly increased online in an active conversation platform, yet it is still proud water for brands.

So, are the thread really losing steam? Not enough. The platform may be cool with its explosive first film, but recent data and the marketers with whom I talked to suggest that it is getting a more sustainable, long -term way.

Are the thread losing steam?

Short Answer: No – At least, no longer.

After downloading and the initial burst of attention in July 2023, the threads suffered a drop in engagement. According to a similar web, use only one month after the launch decreased by 79 %, and the average time spent on the app fell from 21 minutes to just 3 minutes daily in the United States.

But these initial numbers told only one part of the story.

In January 2025, Meta CEO Mark Zuckerberg revealed that threads have moved ahead 320 million monthly active users. Data from Back Lanko supports this growth:

• Thirds now have 100 million active users globally.
• In the United States alone, there are 30 million monthly active users.
• The app has maintained a constant growth every month since launching.

He wrote in an income statement, “Threads now have more than 320 million monthly activities, and they are increasing more than one million signups daily. I expect the threads to pace it and will eventually reach 1 billion people in the next several years.”

When I log into threads, I am impressed how cute my feed feels. Basically, this is the text version of Instagram. It seems that my experience is similar to many users and brands …