Threads is nearing X’s daily app users, new data shows

New data from Similarweb indicates Meta's Threads is rapidly closing the mobile daily active user gap with X, reaching 115.1 million DAU (up 127.8% YoY) against X's 132 million (down 15.2% YoY). This intensifying mobile competition positions Threads as a significant contender for ad dollars, despite X retaining a substantial lead in web traffic with 145.8 million daily visits versus Threads' 6.9 million. While Bluesky shows high growth, its 4.1 million DAU keeps it a niche player, solidifying the primary mobile battle between Threads and X for market share.

Analysis

Data from Similarweb indicates a significant shift in the competitive landscape for text-based social media, with Meta's Threads rapidly closing the user gap on its primary competitor, X. As of June 2025, Threads' mobile daily active users (DAU) surged 127.8% year-over-year to 115.1 million, while X experienced a 15.2% decline to 132 million DAU. This convergence on mobile platforms, which are critical for engagement and advertising, positions Threads as a formidable challenger poised to capture a greater share of ad revenue, Meta's sole monetization strategy for the service. However, the competition is not uniform across platforms. X maintains a commanding lead on the web, attracting 145.8 million average daily visits compared to just 6.9 million for Threads, highlighting a key area of weakness for the Meta-owned platform. Meanwhile, Bluesky, despite its remarkable 372.5% YoY growth, remains a niche player with only 4.1 million mobile DAU, solidifying the primary market battle as a two-horse race between Threads and X.

Key Decisions for Investors

• Investors in Meta (META) should recognize the 127.8% YoY growth in Threads' mobile DAU as a material positive, as it signals a successful new growth vector with the potential to significantly expand the company's advertising revenue base.
• Monitor web user adoption for Threads as a key performance indicator; its current underperformance on the web with only 6.9 million daily visits versus X's 145.8 million represents a substantial risk and a cap on its total addressable market.
• Consider the 15.2% decline in X's mobile user base as evidence of a weakening competitive moat, which could allow Meta to capture market share in the microblogging space more rapidly than previously anticipated.