Threads Gains 20 Million Users, Reaches 320 Million Monthly

Threads User Base Continues Expansion

Meta’s text-based platform, Threads, is demonstrating substantial growth as users increasingly choose it over competing services like X. Mark Zuckerberg, CEO of Meta, announced during the fourth-quarter earnings call on Wednesday that Threads has reached 320 million monthly active users (MAUs).

This represents an increase from 300 million MAUs reported just last month, and a further climb from the 275 million users recorded in November.

Maintaining Momentum in a Competitive Market

The growth in monthly active users, while incremental, signifies Threads’ ability to retain its position as a favored platform. This is particularly noteworthy given the numerous social media applications currently available, including Bluesky, Mastodon, and X.

In contrast, Bluesky is experiencing a deceleration in its user acquisition rate. Data from Similarweb indicates a less than 10% month-over-month increase in December 2024, a significant drop from the 189% growth observed in November.

Currently, Bluesky’s total user base stands at 26.44 million.

Daily Signups and Feature Enhancements

Zuckerberg also revealed that Threads is consistently gaining over 1 million new users each day.

Meta is actively working to attract a larger audience to Threads through the consistent implementation of new functionalities. These include the ability to schedule posts and the display of individual post view counts.

Advertising and Recommendation System Updates

Furthermore, Meta appears to be exploring opportunities to capitalize on Threads’ growing reach with a new advertising test being conducted in both the U.S. and Japan.

Susan Li, Meta’s chief financial officer, emphasized ongoing improvements to Threads’ recommendation algorithms during Wednesday’s earnings call.

These updates are designed to “prioritize newer posts, showcase content from prominent creators, and ensure users see more content from the accounts they follow,” according to Li.

The company is also focused on refining custom feeds, enabling users to curate more personalized content streams based on their individual interests.