Let’s talk about one of our favorite topics (and platforms): Threads!
We have talked plenty about Threads and how it compares/competes with Twitter (X), and finally, we have an update on that “uphill battle.” Threads has finally surpassed Twitter (X) in daily active users, and that is a bigger deal than it seems.
Who is Even Using Threads?
Yes, this is something that we have been asked a couple of times (particularly by “X Bro’s” who live in a bubble), and the reality is that the platform is more popular than it seems: according to data provided by Similarweb and as reported by TechCrunch, Threads had 141.5 million daily active users on iOS and Android as of January 7, 2026, surpassing Twitter (X) 125 million daily active users on mobile devices.
Another important thing the Similar Web data shows is that, while the mobile app is more popular, web access is still low: Twitter (X) remains the leader among web users, with 145.4 million daily web visits, while Threads saw 8.5 million. HUGE gap TBH.
Of course, while this looks good for Threads, we are still far from declaring a “winner” on the current social media wars.
The Social Media Wars: Musk vs. Zuck
As much as we dislike Twitter (X) and would love to see Threads WIN (yes, we shall admit we are a little biased here, and we are 100% Team Threads), this isn’t a simple head-to-head where one platform replaces the other overnight. The way people use Threads versus Twitter (X) is fundamentally different, and that difference explains the data almost perfectly.
Both platforms have very different audiences and different focuses. Threads is more focused on being a mobile-first, scroll-first, conversation-light platform. Most users open it the same way they open Instagram: to browse, react, and casually engage while they’re already on their phone. Twitter (X), on the other hand, still owns the real-time, link-heavy, desktop-friendly experience. News breaks there. Commentary lives there. Long threads (the other kind) and rabbit holes still perform better there… and don’t forget the investment and crypto bros who THRIVE on Twitter (X) more than anywhere else…
Threads’ growth in mobile daily active users is impressive, but it doesn’t mean Twitter (X) is irrelevant. It means people are forming different habits on each platform.
The Threads’ Growth Explained
If tomorrow you decided to get a programming degree and started your own microblogging platform with blackjack and happy ladies (if you have seen Futurama, you know what we mean), chances are you will not have the same growth and success that Threads has had so far.
Threads’ rise didn’t happen because of witchcraft and sorcery, nor out of luck. If you want to compare it with something, Threads will probably be a good example of a “nepo baby” who has achieved things thanks to their parent: Threads isn’t asking users to start from zero. It plugs directly into Instagram’s ecosystem, where your identity, your network, and your behavior patterns already exist. That lowers friction in a way Twitter (X) never had the luxury of.
The lower friction rewards relatability, honesty, and casual thought-sharing. For many users (and brands), that feels safer and more sustainable. Threads doesn’t demand hot takes, breaking news, or perfectly crafted opinions.
And of course: the algorithm.
We know for a fact that Meta has plenty of experience building algorithms. Unlike Twitter (X), where reach is still heavily influenced by who follows you and by your subscription status (basically making it a pay-to-play platform), Threads leans harder into discovery. Good posts travel, even from smaller accounts, which keeps people posting and engaging.
All of these factors (the fact that it is a Meta app, the low friction, and the way their algorithm works) have a big influence on the app’s position. And yes, its launch in the middle of the Twitter rebrand chaos helped too.
Why Should You Care About Threads?
Threads remains a low-hanging fruit and a great opportunity to increase your reach, and if you’re still treating it like “Twitter but new,” you’re already behind. Threads is not where you go to broadcast. It’s where you go to participate, engage, be yourself, and have fun.
This is especially important for small businesses, personal brands, and service-based businesses, as the algorithm rewards opinions, perspectives, and a willingness to engage rather than overly polished, serious posts. We are looking at:
* Behind-the-scenes thoughts
* Process over polish
* Conversations over campaigns
* Consistency over virality
You don’t need a content calendar filled weeks in advance. You need to be real.
Is Twitter (X) Dead Yet?
Well… No.
The only thing that is clear here is that Threads isn’t replacing Twitter (X). The web data numbers paint a clear picture where Twitter (X) is still the place for research, news, or deep dives (and honestly some inappropriate stuff, but yeah).
If history has taught us anything about social platforms, it’s this: the platforms that feel easiest to use tend to stick around longer than the ones that demand the most from their users. That ease of use is exactly why Threads matters more than some people want to admit.
Threads doesn’t demand that users be constantly informed, reactive, or controversial. It doesn’t punish silence the same way Twitter (X) often does, and it doesn’t require you to perform for an audience that’s always “on.” That changes how people show up, and how often they show up.
Regardless, one thing is certain (at least for now): Threads isn’t “killing Twitter (X).” Twitter (X) will remain loud, fast, reactive, and heavily opinion-driven, while Threads will continue to lean into casual discovery, community, and creator-friendly engagement; in other words, they will coexist but serve very different purposes.
This also means you cannot use the same strategy on both platforms: what works on Twitter (X) often feels forced on Threads. What works on Threads can feel unserious or underpowered on Twitter (X). Same format, different expectations.
Threads surpassing Twitter (X) in mobile daily active users signals that users are tired of high-pressure platforms, that human content still wins, and that “showing up” matters more than “showing off.”
Ignoring Threads at this point is a much bigger risk than giving it a real shot.
