Threads overtakes X in daily mobile users and accelerates its growth

Just a few years ago it seemed unthinkable that any competitor could truly overshadow Twitter, now renamed as XHowever, the push of Threads, Meta's micro-posting social network integrated with Instagram, it has been gaining strength until achieving something that many saw as a pipe dream: to overtake X in daily active mobile users.

The latest analyses from specialized firms such as Similarweb and other mobile data providers paint the same picture: Threads already has more daily users on iOS and Android than X.The change is not a simple, one-off setback, but the result of a trend that has been consolidating for months, fueled by the integration with other Meta apps, the rapid introduction of new features, and the decline of X among part of its user and advertiser base.

Threads overtakes X in daily mobile users

According to the most recent data cited in various reports, Threads has achieved an average of over 140 million daily active users on mobile.while X moves within a range slightly below 130 million in that same segment. In some time periods, specific figures have been mentioned regarding 141,5 million daily users on Threads versus about 125 million in X, which consolidates a considerable advantage on a global scale.

This overtaking has occurred after several months of convergence between the two platforms. First, Threads briefly surpassed X in daily mobile users; then, the two remained fairly evenly matched for a while, and finally, the most recent reports show a growing gap in favor of Threads in use from smartphones.

This leap is especially relevant because it affects the area where a large part of the advertising business and user attention are concentrated: mobile applicationsFor Meta, which already dominates the mobile space with Instagram, Facebook, and WhatsApp, strengthening Threads on this channel means further expand its influence in the social ecosystem and offer a solid alternative to those who have drifted away from X.

For X, however, the estimated drop in daily mobile active users, with year-on-year declines that some analyses place above 10%, adds to other open frontsControversies over content moderation, changes in strategy, regulatory pressure, and an increasingly tense relationship with some of its main markets, including Europe.

Cross-promotion and Instagram integration: the driving force behind Threads

One of the differentiating factors in Threads' growth has been the Direct integration with InstagramSince its launch, Meta has been encouraging Instagram users to try the new network, with in-app notifications, visible shortcuts, and options to Create a Threads account in just a few taps taking advantage of the existing Instagram profile.

This approach of cross-promotion This also extends to other applications within the group, such as Facebook, where reminders and suggestions are displayed to encourage a portion of its enormous user base to create a Threads profile. This ability to channel traffic between products from the same company has allowed Meta accelerate adoption Threads in a way that is difficult for competitors operating as isolated services to replicate.

Unlike X or alternatives like Bluesky, Threads relies on a consolidated ecosystem and on a technological and advertising stack that is already matureThe fact of share infrastructure and accounts with Instagram It simplifies the experience: many people don't have to "start from scratch," as they can bring along some of their followers or at least reuse their identity and profile picture in a matter of seconds.

Meta has also accompanied this integration with visibility campaigns within its largest applications, which, combined with the curiosity effect during the most controversial moments in X, has contributed to the fact that More and more users are trying Threads and incorporating it into their daily routine..

New features, focus on creators, and product improvements

Beyond the initial boost from the Meta ecosystem, Threads' sustained growth can be explained by a very high rate of new product releasesSince its launch, the platform has been incorporating features that gradually bring it closer to what many users remember as the "classic Twitter" experience, but with Meta's visual style and infrastructure.

Among the most notable additions are More powerful searches, themed listings, and interestsDiscovery systems with current content and tools designed for to give greater visibility to creators and communitiesImproved filters have been added, along with options to share longer text content, posts that disappear after 24 hours, and social features reminiscent of ephemeral statuses on other platforms.

In parallel, Meta has been refining the desktop version of ThreadsInitially quite limited, the website has evolved to offer a more comfortable experience for those who work from a computer or consume news on a large screen. Although mobile usage remains the primary focus, a more comprehensive website helps reinforce the image of a serious and long-term product.

The company has also focused on content creatorsWith analytics tools, better options for managing active communities, and a continuous rollout of features that facilitate interaction and audience growth, this approach means that, little by little, More professional profiles and brands Consider Threads as an additional piece in your communication strategy.

They have even been tested experiments such as games within the app itselfThis is a way to increase dwell time and explore new avenues of entertainment beyond text and static images, something that fits well with current mobile usage habits.

X maintains its strength on the web but loses ground on mobile.

Despite the progress of Threads on mobile, X still maintains a solid position in web trafficEstimates from Similarweb and other sources indicate that the X.com domain continues to register around nearly 150 million daily visits, a figure far higher than the numbers on the Threads website, which remains marginal in comparison.

In some recent periods, values ​​close to 145 million daily visits to X.com compared to just a few million to Threads' domainsThis makes it clear that a significant portion of the general public, the media, and the most intensive users of breaking news continue to use X as a gateway to the global conversation.

However, in the mobile segment—where the most frequent uses and rapid content consumption are concentrated—the The underlying trend does not favor XReports citing data from Similarweb speak of year-on-year declines in the number of daily active users, placing the drop for X above 10% in some analyses, while Threads records growth well over 30% year after year.

This divergence between web and mobile performance paints a picture a mixed scenarioX remains highly relevant as a reference platform for major public debates, live coverage and news dissemination, but it is beginning to lose steam in the area where users spend the most time each day, which is the phone.

For European and Spanish advertisers, this distribution has clear implications: Investing solely in X no longer guarantees reaching the bulk of the mobile audienceespecially among young users and profiles that seek an experience less marked by polarization and abrupt changes in content policies.

Controversies in X, regulatory pressure and the push for alternatives

The background to this shift in power cannot be explained solely by product decisions. X has been embroiled in controversy for some time. related to content moderation, the visibility of extremist messages, verification policies, or shifts in their business model towards subscription.

Recently, one of the most controversial issues has involved GrokThe artificial intelligence integrated into the platform. Several investigations and complaints have pointed to the use of this tool for creating non-consensual images of women, including minorsThis has triggered legal and political reactions in several regions.

Authorities in places like the United Kingdom, the European Union, India, or Brazil They have begun to investigate how this AI works and the company's degree of responsibility in the proliferation of this type of content. Even in the United States, state prosecutors have opened investigations, creating a climate that Regulatory pressure on X increases and adds uncertainty for brands and users.

This scenario has given a boost to other smaller microblogging alternatives, such as Blueskywhich, at the height of the scandal, has seen notable increases in downloads and activity, with daily growth peaks well above its usual rate. However, its scale remains limited compared to Threads and X, which continue to garner the vast majority of attention.

In this context, there are quite a few users—including Europeans—who, tired of the controversies and the more aggressive atmosphere of X, have decided try your luck on Threadsattracted by the promise of a somewhat calmer experience and by the sense of familiarity offered by an interface close to what they already know from other Meta apps.

Impact on European users and future battles for attention

For Europe and for countries like Spain, the battle between Threads and X comes at a time of greater regulatory scrutiny of large technology platformsThe EU has tightened requirements in areas such as disinformation, algorithmic transparency and the protection of minors, forcing both Meta and X to adjust their policies if they want to avoid sanctions.

In the case of X, the Public tensions between its leadership and European institutions These have been frequent, including formal warnings, while Meta tries to present Threads as an option more aligned with regulatory requirements and with a less tolerant approach to problematic content, at least in official discourse.

For the average user, this translates to more options when choosing where to get information and talkThose who prioritize immediate news and the presence of top-level political figures continue to find X a highly popular platform. Those seeking an environment closer to Instagram's dynamics, with less noise and a lighter tone, are increasingly turning to Threads.

On the business front, many European brands are reviewing their social strategies to Distribute budget across multiple platformsInstead of concentrating almost everything on X, as might have happened years ago. The fact that Threads has surpassed X in daily mobile users sends a clear signal to the advertising market and forces a rethink of where to focus efforts.

Ultimately, microblogging is going through a transition period: X maintains its historical weight and relevance on the webMeanwhile, Threads is solidifying its position as the main rival on mobile, bolstered by the strength of Meta and a constant stream of new features. The battle for attention is far from over, but the competitive landscape is no longer the same as it was a few years ago.

Given this scenario, everything points to the coming months continuing to be marked by new strategic moves, product changes and regulatory adjustments which will affect both Threads and X. For users and brands in Spain and the rest of Europe, the key will be to observe how both platforms evolve and decide which one they feel more comfortable using to get information, chat, or simply pass the time.