https://techcrunch.com/2023/07/18/mark-zuckerberg-touts-threads-is-seeing-tens-of-millions-people-return-to-the-app-daily/

Meta CEO Mark Zuckerberg is putting to rest reports that Instagram’s Twitter rival, Threads, is already seeing usage declines, noting in a new post on Monday that “10s of millions of people come back daily.” The app has been off to a remarkably strong start topping 100 million users in a matter of days following its debut and recently reaching one-fifth of the weekly active user base of Twitter. However, a report by analytics firm Similarweb indicated Threads usage had already dropped by half from its initial surge, claiming that daily active users on the Twitter competitor had dropped from 49 million to 23.6 million in just a week’s time.

Of course, a slight downturn in usage is common after the initial interest in a new social app wears off. There’s a rush of early engagement as users set up their accounts, follow friends, and make their first posts. But soon after, people have to figure out how the app fits into their everyday lives among all the other social apps they use to network and connect with others. So it’s not surprising to see a dip in Threads engagement now that the newness has worn off.