The news: Meta's Threads app, its competitor to Twitter, has seen a drop in user engagement in recent days, based on data from Sensor Tower and Similarweb. Daily active users and time spent on the platform have taken a fall since the app's astounding launch on July 5. What the numbers say: Despite Threads achieving a record-breaking 100 million sign-ups in five days, its daily active users on Android phones dropped by over 25% from its peak on July 7 to July 10, according to Similarweb. Similarly, Sensor Tower found that Threads experienced a 20% drop in daily active users and a 50% decrease in the time spent per user from July 8 to July 11 and 12. What it means: While the first 72 hours of the Threads launch exceeded everyone's expectations, early data suggests that Threads will face challenges in becoming a regular part of users' social network routine, says Sensor Tower's Anthony Bartolacci.
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