Recent data suggests that the rise of Threads, a new blogging platform from Meta to compete with Twitter, is slowing.
Threads hit an all-time high of more than 100 million subscribers in 5 days, but data from Sensor Tower and Sametimeweb indicated a dip in growth and engagement.
Antony, managing director of Sensor Tower, said the launch of Threads had generated a lot of interest, but company data showed that user engagement declined after the launch.
Threads saw 20 percent fewer daily active users and 50 percent less time spent on Threads on Tuesday and Wednesday compared to Saturday.
If Threads wants to compete on the major social networks and attract more users, its rise may be difficult, despite its Meta support and Instagram integration.
According to Sametime, the number of active users of Threads among Android phone users worldwide has dropped by more than 25% from its peak to Monday.
U.S. usage more than halved, with the average time dropping from about 20 minutes on July 6 to just over 8 minutes on July 10.
The data also showed a drop in engagement, with users not accustomed to using Threads the way they use other social media platforms.
Since its launch on July 5, Threads has made headlines for its integration with Instagram and positive feedback from advertisers.
Despite the initial surge in sign-ups, this growth is expected to subside as users explore new services and ensure their needs are being met.
Meta, for its part, is excited about the initial success of Threads and confirmed that it will focus on improving the user experience and rolling out new features in the coming months.
The company also said that most of the subscriptions recorded were organic and not the result of promotional campaigns.
