Threads Hits 320M Users, Adding 20M Since December

Threads, Meta’s microblogging platform, continues its rapid growth, cementing itself as a strong competitor to X and other social media platforms. During Meta’s Q4 earnings call, CEO Mark Zuckerberg revealed that Threads now has 320 million monthly active users (MAUs)—a steady rise from 300 million last month and 275 million in November.

Threads Gains Momentum Over Rivals

The latest growth numbers highlight Threads’ staying power in an increasingly competitive arena. While rivals like Bluesky, Mastodon, and X battle for market share, Threads has maintained steady adoption, with over 1 million new daily signups.

By contrast, Bluesky’s growth has slowed, reporting only a 10% increase in December, after a massive 189% surge in November. Bluesky now sits at 26.44 million users, a fraction of Threads' user base.

Meta’s Strategy: Features, Engagement, and Ads

Meta has aggressively enhanced Threads to retain and attract users, focusing on new features and better content recommendations:

• Post Scheduling – Users can now plan posts in advance.
• View Counts – Posts now display engagement metrics.
• Improved Recommendations – Threads prioritizes recent content, top creators, and followed accounts, making the feed more relevant.
• Custom Feeds – Users can personalize their experience based on specific interests.

Meta’s Ad Experiment: Monetizing Threads

With its expanding user base, Meta appears ready to monetize Threads. A new ad experiment is rolling out in the U.S. and Japan, signaling a potential revenue push.

What’s Next for Threads?

As Threads gains traction, its long-term success will depend on keeping users engaged while balancing monetization strategies. If Meta successfully integrates ads without disrupting the user experience, Threads could become a dominant force in the microblogging space.

For now, one thing is clear: Threads is no longer just an alternative to X—it’s a serious contender.