{"id":24691,"date":"2026-05-13T17:03:17","date_gmt":"2026-05-13T17:03:17","guid":{"rendered":"https:\/\/apptopia.com\/en\/?post_type=insight&p=24691"},"modified":"2026-05-13T17:46:02","modified_gmt":"2026-05-13T17:46:02","slug":"threads-is-bleeding-users","status":"publish","type":"insight","link":"https:\/\/apptopia.com\/en\/insights\/threads-is-bleeding-users\/","title":{"rendered":"Threads Is Bleeding Users, X Is Winning on Every Engagement Metric We Track"},"content":{"rendered":"\n

Global DAUs of Threads [NASDAQ: META] have declined every month for the past eight months. US DAUs of the app have declined for seven out of the past eight months. US DAUs are now off 61% from their October 2024 highs. Looking at MAUs, which are typically slower to deteriorate than DAUs, Threads had 400M globally in January 2026 which has dropped to 388M in April.<\/p>\n\n\n\n

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Threads launched in July 2023 and grew to have more US DAUs than X starting in Q1 2024, a superiority it held until September 2025. Since then, US DAUs of X have been flat to down but have not lost them at the rate of Threads. X grew DAUs 22% globally and 28% in the US, year-over-year in Q1 2026. Over the same time period, Threads was down 21% globally and 27% in the US.<\/p>\n\n\n\n

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What surprised me is that X is beating Threads in the three major granular engagement metrics: time spent per DAU, average sessions per DAU, and churn rate. If we isolate Power Users, those representing the top 10% of time spent in-app, X is still beating Threads in the aforementioned metrics. Where X struggles is its demographic split. Males make up ~75% of X\u2019s active users, a number that\u2019s been consistently growing since June 2023. Meanwhile males have consistently made up about 54% of Threads active users.<\/p>\n\n\n\n

“What we might be watching is the text-social category consolidating back to a single app after two years of fragmentation,\u201d said Tom Grant, VP of Research at Apptopia. \u201cThreads peaked and Bluesky never converted its 2024 surge into lasting engagement. X is now winning on every engagement metric we track. The open question is whether X’s demographic narrowing eventually caps that advantage.”<\/p>\n\n\n\n

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Bluesky, briefly positioned in 2024 as the credible X alternative, has effectively collapsed as a competitive threat. US DAUs are down ~96% from January 2025, and the cross-app data shows users of Threads and X are using Bluesky less and less. Only 3% of X users now also use Bluesky, down from 7% in early 2025, while 62% of remaining Bluesky users open X each month, up from 57%.<\/p>\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

Global DAUs of Threads [NASDAQ: META] have declined every month for the past eight months. US DAUs of the app have declined for seven out of the past eight months. US DAUs are now off 61% from their October 2024 highs. 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