Threads, Meta‘s microblogging service, is growing at a rapid pace as users gravitate to the app rather than competitors like X. During the company’s fourth-quarter earnings presentation on Wednesday, CEO Mark Zuckerberg said Threads now has 320 million monthly active users (MAUs), up from 300 million last month. In November, the app had 275 million monthly active users.
The MAU growth, while modest, serves as an indicator that Threads maintains its status as a favorite platform for many users amid a crowded landscape of social media apps, including Bluesky, Mastodon, X, and others. In comparison, Bluesky is experiencing a slowdown in growth: according to analytics company Similarweb, it grew by less than 10% month-over-month in December 2024, following an impressive 189% growth in November. Bluesky now has 26.44 million users.
In addition, Zuckerberg noted that Threads is adding more than 1 million registrations every day.
Meta is working to attract more users to Threads by regularly introducing features such as scheduling posts and allowing people to see the number of views of their individual posts. In addition, it appears that Meta is looking to use Threads’ expanding reach to launch a new advertising experiment in the United States and Japan.
During a call on Wednesday, Meta CFO Susan Li also emphasized that Threads is making several updates to its recommendation systems that aim to “prioritize the most recent posts, show content from the best authors, and ensure that people see more content from the accounts they follow,” Li said. The company will also continue to improve custom feeds to allow users to create more personalized feeds based on their interests.
