What comes up must come down — at least in the case of user engagement on Threads, Meta 's new Twitter competitor. "The Threads launch really did 'break the internet,' or at least the Sensor Tower models," Anthony Bartolacci, managing director at Sensor Tower, a marketing intelligence firm, told CNBC. "In the 10-plus years Sensor Tower has been estimating app installs, the first 72 hours of Threads was truly in a class by itself." Threads saw a dropoff of more than 25% in daily active users between its July 7 peak and Monday for Threads users on Android phones worldwide. Since its debut on July 5, Threads made headlines for its Instagram sign-up integration, algorithmic feed and positive sentiment from advertisers.

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Persons: Anthony Bartolacci, Bartolacci, Elon Musk, David Carr, Mark Zuckerberg Organizations: CNBC, Meta