Meta’s Threads has surpassed X in daily mobile users on iOS and Android, reaching 141.5 million against 125 million. The figures give music marketers a measure of the platforms’ reach among people using their phones.
“Threads is bigger than X,” said Meta CEO Mark Zuckerberg during the company’s earnings call.
Mobile growth and desktop traffic
Threads reached 500 million monthly active users (MAUs) within three years, closing a gap of several hundred million users. X’s monthly audience has remained between 550 million and 557 million.
- Threads recorded 141.5 million mobile daily active users (DAUs), compared with X’s 125 million.
- Threads’ mobile usage increased 127.8% year over year, while X’s fell 15.2%.
- Threads is projected to reach 60.5 million monthly active users in the United States within months, compared with roughly 50 million for X.
- Across its total audience, Threads has exceeded 150 million daily active users. A separately stated daily-to-monthly active user ratio is 37.5%.
- X records 145 million daily desktop visits, compared with 8.5 million for Threads.
The mobile and desktop figures measure different activity: daily active users on phones and daily visits on desktop. X also retains the larger monthly audience in the figures provided.
Artist and venue communication
Threads’ recommendation system prioritises conversation, giving active replies more weight than passive likes. For artists, relevant formats include question-and-answer posts, behind-the-scenes updates and direct exchanges with fans.
Gen Z and Millennials lead adoption of Threads, with market penetration cited at 17%.
Venues can use conversational posts to ask which local bands fans want to see or share soundcheck photographs. These formats provide opportunities for discussion alongside event promotion.
Time-sensitive venue posts can include set times, low-ticket notices and changes to opening times, such as doors being delayed by 30 minutes.
Advertising and brand activity
Meta is adding advertising options to Threads, including sponsored posts and promoted accounts. The tools connect with the advertising infrastructure used by Instagram and Facebook.
Among business-to-consumer (B2C) brands, 64% actively post on Threads. Separately, 30% of users interact with brand content at least once a week.
