Meta’s microblogging service, Threads, has reached 320 million monthly active users, an increase from 300 million reported last month, according to CEO Mark Zuckerberg during the fourth-quarter earnings presentation held on Wednesday.
Threads’ user base has grown by 20 million monthly active users since December, up from 275 million in November. The growth demonstrates Threads’ ability to maintain its popularity in a competitive social media landscape that includes platforms like X, Bluesky, and Mastodon.
Zuckerberg noted that Threads is adding more than 1 million daily signups. He stated, “I expect Threads to continue on its trajectory to become the leading discussion platform and eventually reach 1 billion people over the next several years.”
Meta has introduced various features to enhance the user experience on Threads, including the ability to schedule posts and view post analytics. The company is also planning to conduct an advertising experiment in the U.S. and Japan to further increase the app’s reach.
During the earnings call, Meta’s chief financial officer, Susan Li, highlighted updates to Threads’ recommendation systems. These updates aim to prioritize more recent posts, feature content from top creators, and ensure that users see more from accounts they follow. Li added that the company will continue enhancing custom feeds to allow for a more personalized user experience.
Comparative growth and competition
Bluesky has seen a slowdown in user growth, with an increase of less than 10% month-over-month in December 2024, following a remarkable 189% growth in November. Currently, Bluesky has approximately 26.44 million users.
Threads experienced significant user growth from August to October last year, adding 75 million users during that period. Factors contributing to this growth included a temporary ban on X in Brazil, which diverted users to Threads, and the introduction of new features such as analytics and crossposting from Facebook and Instagram.
Despite a dip in user activity in November after the U.S. election—when Bluesky briefly gained popularity—Threads regained momentum in December while Bluesky’s user growth slowed.
Zuckerberg expressed confidence that Threads could surpass X’s user count before the year concludes, but acknowledged potential challenges to its growth. The app relies on user engagement to drive further signups, aiming to solidify its role as a community hub for former X users.
Featured image credit: Meta
