Threads, Meta's rival to Elon Musk-owned X platform, now has over 320 million monthly active users, chief executive Mark Zuckerberg said on January 29, highlighting the app's rapid pace of growth.
This figure is up from 300 million in December 2024 and 275 million in October 2024.
Threads is adding more than 1 million sign-ups a day, Zuckerberg said without sharing new details on daily active users. Last month, Zuckerberg said Threads has more than 100 million daily active users.
"I expect Threads to continue on its trajectory to become the leading discussion platform and eventually reach 1 billion people over the next several years" he said during the company's earnings call.
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Since its launch in July 2023, Threads has been rapidly adding new features to draw users from X, while fending off competition from emerging social platforms such as Bluesky, which has also seen increased adoption in recent months.
Among the latest features are custom feeds, the ability to schedule posts, view post insights, reshare posts and videos with credit to original poster, and follow collections of profiles, similar to Bluesky's starter packs.
Threads is also once again recommending political content on the platform, as part of Meta's broader overhaul of its content moderation policies.
During the earnings call, Meta CFO Susan Li said the company is rolling out a series of updates to its recommendation systems to "prioritise more recent posts, surface content from top creators, and ensure people see more of the content from accounts they follow".
"Our focus this year is establishing Threads as the place people come to keep up with what they care about...We will also continue improving custom feeds so people can build personalised feeds on topics they’re interested in," Li said.
Last week, Meta began testing ads on Threads with a select group of advertisers, starting in the United States and Japan. During this test, the company said the familiar visual feed format would allow advertisers to easily extend their existing image ads to a small percentage of people on Threads.
"We expect the introduction of ads on Threads will be gradual and don’t anticipate it being a meaningful driver of overall impression or revenue growth in 2025," Li said during the earnings call.
Meta, which also owns Facebook, Instagram, and WhatsApp, said 3.35 billion people used at least one of its apps on a daily basis as of December.
The company reported a revenue of $48.4 billion for the fourth quarter of 2024, a 21 percent increase year-on-year (YoY), while its net income jumped 49 percent to $20.8 billion.
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