According to CEO Mark Zuckerberg, Meta Platforms' latest social media app, Threads, has reached over 175 million monthly active users just before its first anniversary. Launched on 5 July last year, Threads aimed to attract users from Twitter, now rebranded as X, during its tumultuous acquisition by Elon Musk. The app quickly gained 100 million users within a week, partly due to its integration with Instagram, but some early users eventually left.

Despite its rapid user growth, Threads has struggled with engagement. Market intelligence firm Sensor Tower reports a significant decline in user activity, with the average sessions and time spent on the app dropping considerably since its launch. Threads has yet to introduce advertising, making little to no revenue for Meta. The platform's recent integration into the Fediverse, which allows interaction across various social media sites, has yet to boost engagement substantially.

Analysts point out that Threads needs a more precise identity and original content, which could hinder its growth. There is ongoing speculation about whether Meta will maintain Threads as a standalone app or integrate it further with Instagram. Despite these challenges, advertisers' interest in Threads remains high.