Meta’s fledgling Twitter competitor Threads is starting to gain on X, at least in terms of downloads.
According to a recent analysis from the app intelligence firm Apptopia, Threads is outpacing X in downloads from app stores. According to the data, Threads downloads have nearly doubled, from around 350,000 in early November, to just over 620,000 by the end of the month.
This surge marks a significant change in download trends for Meta’s Threads. Since launching in September, Threads executives have boasted that the app garnered over 1 million downloads in its first few weeks. However, downloads significantly dropped off after that first month, with the average downloads hovering between 300,000 and 400,000.
The data suggest that the rise in downloads comes from both an increase in advertising for Threads and increased interest globally for the app. According to Apptopia analysis, India has been one of the biggest drivers of growth for both Threads and Meta’s Instagram.
X on the other hand has not been growing. Since Thread’s launch back in Sept., X has seen no significant growth in downloads.
Despite Threads’ growth in downloads, X remains the more popular app as measured by daily active users. According to Threads’ latest data, the site boasts an impressive 100 million active users. But that pales in comparison to X which, despite a rocky rebranding effort, still has over 500 million active users.
X also remains a major source of news for many users, an area where Threads lags. Adam Mosseri, the head of Instagram, has been adamant since the outbreak of the Israeli-Hamas war that Threads will stand in stark contrast to X by deemphasizing news coverage. The site also has blocked controversial terms such as “vaccine” or “COVID.”
Meanwhile, X is dealing with an advertising crisis spurred on by antisemitic rhetoric shared by CEO Elon Musk.
Major advertisers including NBC, Disney, Apple, Sony and IBM have all pulled their money from X.
