In a recent development, Meta’s efforts to boost the install base of Instagram Threads have proven successful, with the app now surpassing X (formerly Twitter) in terms of new downloads. According to insights from app intelligence firm Apptopia, Threads’ daily downloads, which had seen a decline since September, reversed the trend, growing from approximately 350,000 in early November to 620,000 since Thursday, November 23.
The surge in Threads’ downloads is attributed to Meta’s advertising campaign for the new app, positioning it as a Twitter alternative. Apptopia estimates that Threads has outpaced X in terms of new downloads, with 41 million compared to X’s 27 million since September.
Interestingly, the traction for Threads is not limited to the U.S., as the majority of new downloads are coming from outside the country. India leads the way, contributing 11.2% (9.2 million) of the new downloads, followed by the U.S. at 7.4% (6.1 million). This trend aligns with India’s role as a significant growth driver for Instagram.
Contrastingly, X’s new downloads are led by Indonesia, followed by India. However, the combined new downloads from the U.S., Indonesia, and India for X are fewer than India alone contributes to Threads.
The loss of new downloads for X is attributed to its rebranding efforts, causing a drop in growth momentum. The addition of “formerly Twitter” to its App Store description aimed to capitalize on users searching for the keyword “Twitter,” but Threads continued to outpace X in new installs.
Despite Threads’ recent success, X remains a larger platform with over 500 million monthly active users, compared to Threads’ reported just under 100 million as of Meta’s recent earnings in October. However, Threads has demonstrated substantial growth within its three-month launch period, reaching 141 million users by November 10, according to Quiver Quantitative.
X’s future is uncertain, facing an advertiser exodus, including major brands like Apple, IBM, Disney, Paramount, Comcast/NBCU, Warner Bros., Lionsgate, Sony, and Paris Hilton’s 11:11 Media and Walmart. Elon Musk’s controversial statements in a November 29 interview have contributed to this exodus.
Despite these challenges, X remains a platform where news breaks regularly, as seen with the recent OpenAI boardroom drama. While Threads has gained attention, X’s status as a main platform for news announcements, coupled with its user stickiness, keeps it a significant player in the social media landscape.