Threads hits 175 million users: Can it become Meta's next billion-user app?

Vast majority of Threads growth is still coming through app’s promotion in Instagram
A representational image. — Canva
A representational image. — Canva 

Threads, Meta's rival to Elon Musk's X, has reached a significant milestone of about 175 million monthly active users. This achievement came in front as Threads is about to celebrate its one-year anniversary.

This Instagram’s text-based messaging app was announced on July 5, 2023, amidst a flurry of activity in the social media landscape.

Recently, Threads has grown significantly, although not as quickly as it did in its initial months. Meta CEO Mark Zuckerbergremained positive on the potential of Threads. He believesthat the app is now a billion-user app among companies in the tech market.

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Despite its position as a major milestone, the 175 million monthly users figure corrects for the fact that this is clearly only part of the story. Meta has not yet updated daily user numbers, implying that Threads is still seeing significant flyby traffic from those who have not actually become regular users.

What's more, the vast majority of the app's growth is still coming through app’s promotion in Instagram, which shares the same account system that underpins Threads.

What’s next for Threads?

Meta is focused on markets where it thinks there's an opening to take more market share from X, such as Japan. Inside, execs ponder turning on ads in Threads sometime next year. That could mean big changes for the platform.

Given Meta's stated decision to realign itself towards politics and to create a space free of too serious material, Threads could be a strong opportunity for the advertiser seeking a more brand-safe environment than X.