Threads Is Rolling Out on the Web. That Just Might Save It

Threads, the text-based social network that Meta recently launched as part of Instagram, is finally on the web. Similar to X, the company formerly known as Twitter, Threads allows people to post text updates, “heart” or like others’ posts, repost them, and reply in a Thread. New data from market intelligence firm Sensor Tower suggests that daily active users are down more than 60 percent from its first-week average, though it’s now back on the upswing. Threads amassed 44 million daily active users during its launch peak, then saw usage drop to a low of 7 million DAUs in late July. “I joined Threads within 48 hours of it opening up, like everybody else, but I haven’t really used it, and the reason is that I access most of my social media on my laptop,” says Ethan Zuckerman, a media scholar at the University of Massachusetts Amherst and an internet activist.