The rise and 'fall' of Threads: Why the initial rush died down, what the X rival needs to do

Instagram's messaging app Threads has seen a decline of 79% in daily active users, according to analytics firm Similar Web. The app, which offers private messaging and automatically shares information such as location and battery life between close friends via Instagram, peaked at 49.3 million daily users on 7 July, but dropped to less than 11 million by 7 August. Users spent 21 minutes on average on the app when it launched, but this dropped to three minutes by August. The firm suggested Threads needs to offer more content to attract users.

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