Threads, which reached 100 million users in less than a week, seems to be losing its momentum. Users have started reducing their time spent on this platform. According to SimilarWeb's data for the Android version, the daily active user count, which was 49 million on July 7th, dropped to 23.6 million on July 14th. In the United States, where the highest engagement levels were observed, the usage time decreased from 21 minutes to 6 minutes per day.

Sensor Tower, another research firm, also supports these findings, reporting double-digit declines in active user count and engagement. The lack of essential features and an algorithm-based feed on Threads appears to be contributing to the decrease in user engagement. Instagram's executive, Adam Mosseri, stated that such declines are typical of new products and that they are not currently focusing on engagement metrics. He also mentioned that Threads is combating spam.

Threads' rapid growth had previously impacted Twitter's traffic negatively. However, Twitter has adopted strategies such as revenue-sharing programs to enhance its competition against Threads. According to Twitter's CEO, Linda Yaccarino, the platform recently achieved its highest usage rates. Nevertheless, the situation is not entirely satisfactory, as Elon Musk revealed that Twitter is still experiencing financial losses, with ad revenues declining by 50%.

As Threads begin to lose its allure, it remains uncertain whether Twitter can successfully attract users and advertisers. We will continue to closely monitor any intriguing developments on this matter.