In the fickle, social media landscape, Threads quickly emerged as a formidable rival to X. Its skyrocketing growth numbers are telling us that users are actively moving in this direction. Even in June 2025, Threads can claim a formidable 350 million users a month. Its daily active user base has surged to 115.1 million, an impressive 160% year-over-year. This surge in engagement places Threads in a strong position against X, which, despite having a larger user base of 600 million monthly active users, saw its own daily active user count decline by approximately 10% in the same timeframe.
The rush to download and join Threads is clear, as its daily active users make up a stunning 127.8% YoY growth. The platform’s users—particularly those on TikTok—are highly engaged, with the average user only spending eight minutes per day on the app. This unprecedented level of engagement makes it far more attractive to advertisers. An admirable 33% of Threads’ monthly global app users continue to use the app daily. This healthy use daily shows a healthy basis for continued expansion.
As Threads gets closer to X’s daily user numbers on mobile, the competitive landscape is evolving. In April 2025, Meta broadened Threads’ monetization strategy by allowing global advertisers to run Threads advertisements. This aggressive step was soon followed by the announcement of video ad tests in May 2025. It speaks to Threads’ commitment to diversify its advertising offerings and attract more brands.
Despite a short time under the CEO leadership of soon-to-depart Linda Yaccarino, X’s track record has been spotty. U.S. advertising spending on the platform skyrocketed — up 62% year-over-year in the first half of 2025. Still, the slumping number of daily active users is a concerning sign when it comes to the platform’s long-term sustainability. Users on X (formerly Twitter) spend an average of 31 minutes per day using the platform. Or that 48% of its global monthly app users are daily active users.
The diverging fates of these two platforms highlight the tough competition that X finds itself facing. Considering the leadership changes it’s been navigating and challenges with user engagement, it’s make or break time. Threads’ swift rise clearly shows how quickly the social media landscape can change. Instagram Threads is having the best YoY growth of all time. With added advertising features, it’s proving to be a serious contender among users and brands.
As both platforms vie for user attention and advertising dollars, the coming months will be crucial in determining how this competition unfolds. The strategies employed by both Threads and X will play a pivotal role in shaping their respective futures in the crowded social media marketplace.