Meta’s Threads app is coming back down to Earth after a blockbuster first week that saw the app become the fastest growing of all time. New data from analytics firm SimilarWeb suggests that the app’s engagement has since declined from initial highs despite its status as the fastest-growing app of all time.
Threads saw daily active users decline from 49 million on July 7th, to 23.6 million on July 14th, SimilarWeb writes in a new report. And in the United States, which reportedly saw the highest engagement, usage declined from 21 minutes per day to just over six minutes in the same time period.
While SimilarWeb cautions that its data is based only on Android usage of Threads, its findings line up with those of other companies. Market intelligence firm Sensor Tower reported a similar decline in engagement, writing in a report that the app “has experienced a double-digit decline in DAUs [daily active users] and user engagement since launch.”
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