What's Happening?
According to a report by Similarweb, Meta's social media platform Threads has surpassed Elon Musk's X in daily mobile users. As of January 7, 2026, Threads recorded 141.5 million daily active users on iOS
and Android, compared to X's 125 million. This growth in Threads' user base is attributed to its integration with Meta's other platforms like Facebook and Instagram, as well as the introduction of new features such as interest-based communities and disappearing posts. Meanwhile, X has been embroiled in controversies, including the misuse of its AI tool, Grok, for creating non-consensual deepfake images, prompting investigations by authorities in California and other regions.
Why It's Important?
The shift in user engagement from X to Threads highlights the competitive dynamics in the social media landscape. Threads' growth suggests a successful strategy by Meta to leverage its ecosystem and enhance user experience through continuous feature updates. This development could impact X's market position, especially as it deals with legal and ethical challenges related to AI misuse. The increasing scrutiny on X may lead to regulatory actions that could affect its operations and user trust. For Meta, the rise of Threads strengthens its foothold in the social media market, potentially attracting more advertisers and content creators to its platform.
What's Next?
As Threads continues to grow, Meta may further integrate it with its other services to enhance user engagement and monetization opportunities. The ongoing investigations into X's AI tool could result in stricter regulations and compliance requirements for social media platforms, influencing how they manage user-generated content and AI technologies. Both companies are likely to continue innovating and expanding their feature sets to capture and retain user interest. The competitive landscape will likely see further shifts as new entrants and existing players vie for user attention and market share.
