Data from the analytics firm SimilarWeb shows that Threads’ mobile performance is gradually catching up with X. In June, Threads recorded 115.1 million daily active users on mobile, compared to X’s 132 million. This marks an annual growth rate of 128% for Threads, while X saw a 15% decline year-over-year.
Despite the impressive numbers, analysts caution that user growth does not necessarily reflect influence or engagement depth. Digital performance trackers report that the average time users spend on Threads daily is still significantly lower compared to rival platforms.
Other reports suggest that many new accounts were created out of curiosity or driven by cross-promotion campaigns on Meta’s other platforms, rather than converting into long-term active users. Digital marketing experts warn that this gap between “user count” and “engagement level” could affect Threads’ ability to attract advertisers and sustain its current growth rate over the long run.
When Threads launched in 2023, Meta CEO Mark Zuckerberg set a goal of making it “a public conversation app with over one billion people.”
While the platform still has a long way to go to reach that milestone, it introduced key features in 2025 such as direct messages (DMs), increased focus on external links, and more.