Threads Hits 400M Users, Gains on X in Social Media Race

Meta‘s Threads has reached a significant milestone, surpassing 400 million monthly active users (MAUs) just two years after its launch as a rival to X (formerly Twitter). Announced by Instagram head Adam Mosseri and Meta CEO Mark Zuckerberg, this marks a 50 million user increase since April 2025, positioning Threads as a strong contender in the real-time social media space.

Rapid User Growth Fuels Competition

From 350M to 400M in Months

Threads has shown steady growth, climbing from 350 million MAUs in April 2025 to 400 million by August, following 320 million at the start of the year. This trajectory suggests Threads could add over 100 million users in 2025, closing the gap with X, which reports over 600 million MAUs. However, independent data from Similarweb indicates X’s mobile user base dropped 15.2% year-over-year in June 2025, while Threads’ mobile daily active users surged 127.8% to 115.1 million.

Mobile Engagement Closes the Gap

Threads is rapidly gaining ground in mobile usage, with 115.1 million daily active users compared to X’s 132 million in June 2025. Despite X’s dominance in web traffic—145.8 million daily visits versus Threads’ 6.9 million—the mobile trend highlights Threads' growing appeal. This shift may reflect user dissatisfaction with X, as controversies have driven some to seek alternatives.

Feature Rollouts Drive Appeal

Evolving Beyond a Twitter Clone

Launched in July 2023, Threads initially drew comparisons to X but has since carved its own identity. Features like direct messaging, fediverse integration, spoiler tags, custom feeds, and AI enhancements have strengthened its appeal. Unlike X, 63% of Threads’ posts are text-only, fostering unique communities like “Bookthreads” and music hubs with a less combative tone.

Fediverse and User-Centric Updates

Integration with the fediverse allows Threads users to connect with Mastodon and other decentralized networks, expanding its reach. Recent updates, such as improved bio links and reply controls, enhance user experience and reduce trolling, making the platform more attractive to influencers and everyday users alike.

Leadership Changes and Future Outlook

New Leadership to Shape Threads

Starting next month, executive Connor Hayes will oversee Threads’ daily operations, reporting to Adam Mosseri. This shift could accelerate innovation, as Threads continues to refine its algorithm and prioritize real-time engagement. With mobile usage nearing X’s, Threads is well-positioned to challenge for social media leadership.

X Faces Growing Competition

While X retains a larger overall audience, its declining mobile engagement and controversies may cede ground to Threads. Bluesky, with only 38 million users, has failed to capitalize on X’s stumbles, leaving Threads as the primary beneficiary. If trends continue, Threads could overtake X as the leading real-time social platform.