Whereas Meta’s Twitter-like Threads app nonetheless has a protracted method to go to meet up with different platforms within the area, it’s seemingly nonetheless including customers at a reasonably robust charge, primarily based on the most recent information from Appfigures, which tracks total obtain exercise developments.

And whereas “downloads” and “energetic customers” are wholly totally different measurements, the truth that Threads remains to be driving curiosity is a optimistic, which can at the very least see extra individuals attempting out the brand new app.

As reported by TechCrunch:

“Threads noticed 12 million new downloads in December 2023, incomes it a No. 4 spot within the High Charts by downloads on Apple’s App Retailer. It additionally noticed 16 million downloads on Google Play, which gave it the No. 8 spot. On each shops mixed, it was the No. 6 app by the use of new installs.”

These outcomes aren’t overly shocking, on condition that Threads was launched to European customers on December 14th. Primarily based on Instagram adoption figures versus Threads, my assumption was that the Threads EU launch would probably drive round 25 million extra downloads total, which is considerably in keeping with these stats.

As such, these figures aren’t essentially indicative of standard natural development, as there was a big occasion inside this era. However nonetheless, it does present that Threads remains to be rising, and that it nonetheless maintains its alternative to problem X.

Although there have been some detrimental indicators as nicely.

Threads downloads had slowed considerably earlier than December, whereas some distinguished former Twitter customers are both sticking with X, and even reverting again to the app, the place they’ve already established a big following.

I not too long ago regarded on the Threads exercise of the highest 50 most adopted profiles on X, and matched that to their posts on Threads, and located that just about half of those prime accounts don’t actually have a Threads presence, which isn’t an amazing sign for the app.

Nearly all of sports activities and information accounts are nonetheless prioritizing X, whereas large identify Indian celebrities additionally haven’t made the change. These are vital parts of the Twitter/X expertise, and if Threads can’t win them over, it might make it tough to keep up its development momentum.

Nonetheless, it’s early days for the app, and I do anticipate that Threads will cross 200 million month-to-month customers shortly, versus X’s claimed 500 million month-to-month actives. That’s lots of alternative, and it feels prefer it might solely take just a few extra Elon controversies to drive a extra vital shift away from his app.

And on the identical time, X remains to be struggling to win again advert companions, which may even play a key function in its future evolution.

The challenges for X on this regard are diverse, starting from Musk’s ongoing criticisms of former advertisers which have reduce their X advert spend, to his many controversial takes on political sizzling button points, to Group Notes being displayed on advertisements within the app, explaining why they’re deceptive.

Consequently, advertisers are seemingly nonetheless staying away from the app.

AdWeek has reported that large manufacturers are spending round 55% much less on Tremendous Bowl advertisements on X this 12 months, with their budgets as a substitute going to TikTok, YouTube Shorts and Instagram. That would counsel that X’s advert income, its key earnings supply, remains to be down by round half on what it was earlier than Elon took over on the app, and at some stage, primarily based on X’s prices, and required funding in new tasks, it might turn out to be an existential concern for the app.

Perhaps that would be the factor that pushes extra customers in the direction of Threads, and actually, that’s probably what Meta constructed the app for, to supply another in case of a full X collapse, with a purpose to scoop up these cast-offs with an identical expertise.

To be clear, the entire destruction of X nonetheless appears unlikely, particularly in an election 12 months. However the challenges for Elon’s “every part app” are persevering with to mount, whereas on the identical time, extra individuals are, in any case, giving Threads a shot.