Threads Poised to Surpass X in Active Usage

Threads is closing the gap with X in daily active users, giving Meta's challenger a strong foothold in real-time social networking. This changing landscape has key implications for creators and marketers who depend on organic reach. Data shows a new contender is ready to reshape platform priorities.

Recent analytics from Similarweb, highlighted in Social Media Today, reveal Threads now matches—or even surpasses—X's daily active users on some days. Monthly active user counts reflect these shifts: Threads boasts 400 million, compared to X's self-reported 600 million, though both numbers come with caveats on accuracy.

Supporting this, a Mashable report citing direct data from Similarweb shows a chart of Threads steadily increasing its daily active users on both iOS and Android. The data suggests Threads has reached parity with X—around 130 million daily active users—and is on track to surpass it globally within days. In fact, as of the week of September 20, Threads surpassed X on three out of seven days, highlighting the rapid pace of this shift in mobile usage.

Similarweb bases its metrics on samples from millions of apps and sites, extrapolating to estimate broad trends. While its read on user activity shows clear directionality, these numbers aren't exact mirrors of internal analytics from either platform. Methodologies differ, and discrepancies can arise when tracking unique users across web and app environments.

Web traffic data can add to the confusion. According to Similarweb's public stats, X still far surpasses Threads in web visits—this gap remains "not even close." This is not surprising, as X has long been part of users' daily web routines, especially on desktop, while much of Threads' audience engages through its integration with the Instagram app and Meta's broader mobile ecosystem. Being embedded within Meta's platforms has been a powerful growth driver for Threads, helping it reach the 400 million monthly active user milestone announced in August.

Alternative sources, like SEMRush, report lower monthly web visits for X than Similarweb, and X itself claims 250 million daily users—a figure that raises questions given declines reported in key regions such as the EU.

Despite differences in measurement, the direction is clear: Threads is gaining momentum, and X is facing downward trends. This isn't just about weekly charts. Meta's continued investment and updates—such as new customization tools discussed in Threads tests algorithm tagging tool for custom feeds—signal a long-term strategy to attract and retain both creators and casual users.

Competitors like Facebook and TikTok still command the majority of news-driven social media activity, as mapped in Facebook and TikTok Dominate Social Media News Consumption. Instagram's growth is also noteworthy, underscoring how Meta's ecosystem consistently adapts to meet shifting expectations for real-time engagement and audience reach.

For creators and emerging brands, these userbase movements alter the calculus for organic content strategies. If Threads soon outpaces X for daily activity, early adopters could benefit from lower competition and increased discoverability. Yet X remains a destination for rapid share of breaking news, suggesting different networks will still hold distinct strengths for various audience segments.

Marketers should watch not only raw user numbers but also engagement patterns and feature rollouts. Both platforms have introduced new analytics offerings, with X reserving advanced options for verified organizations and Threads expanding its customization capabilities. These changes may influence where communities form and how brand narratives travel.

Uncertainties remain about the exact magnitude of Threads' lead or X's current share. However, all signs—including mobile usage charts from Similarweb—point to a near-future tipping point where Threads overtakes X in daily actives. Expect Meta to keep innovating with features designed to further close the gap and solidify loyalty among its user base.

The key for creators and marketers: monitor where your audience spends time and align your presence accordingly. Threads may soon be the go-to for real-time dialogue, but each platform's core users still matter more than global totals.

X's strength in breaking news means brands can't wholly discount its relevance, particularly for pulse-checking trending topics. But with Meta's track record and rapid feature delivery, creators have every reason to consider expanding into Threads for both reach and experimentation.

Look for additional improvements from Meta as competition intensifies. Savvy brands will diversify their presence to harness organic reach wherever conversations are moving. Staying adaptive will be essential as the landscape shifts underfoot.