Meta's Threads real-time messaging app is struggling to attract new users like it did during its blockbuster July debut.
Insider Intelligence said it expects Threads to have 23.7 million U.S. users in 2023, far behind Facebook, Instagram and TikTok, which have 177.9 million, 135.2 million and 102.3 million users, respectively.
When Threads debuted, it rapidly gained millions of users due in part to its easy sign-up process for existing Instagram users.
"Threads received an initial boost from Twitter's missteps, but it can't rely on X defectors to continue to grow," Insider Intelligence principal analyst Jasmine Enberg said in a statement.
"Assuming Musk doesn't backtrack, the move will likely alienate more X users and potentially increase advertiser interest in Threads," Enberg added.
Persons:
Meta, Elon Musk, Jasmine Enberg, Musk, Benjamin Netanyahu, Enberg, Mark Zuckerberg, TikTok
Organizations:
Intelligence, Facebook, Insider Intelligence, Tesla, Israeli, CNBC