In a surprising turnaround, Meta’s Threads is fast closing the gap on X (formerly Twitter) when it comes to daily mobile users. According to data from market intelligence provider Similarweb, Threads recorded 115.1 million daily active users in June 2025, representing a 127.8% year-over-year increase. In comparison, X reached 132 million daily actives but saw its growth dip by 15.2% over the same period .
Rapid Growth of Threads
Since its launch, Threads has emphasised the mobile experience, positioning itself as a streamlined alternative to existing social networks. This strategy appears to be paying off:
- User Acquisition: Threads’ aggressive roll-out and integration with Instagram have driven significant sign-ups and engagement.
- Growth Momentum: A year-on-year jump of over 127% indicates that users are not only downloading the app but returning daily.
- Meta’s Backing: With Meta’s vast resources, Threads benefits from continuous feature updates and promotional support.
Mobile vs Web: The Platform Divide
While Threads is nearly level-pegging with X on mobile, there remains a stark contrast in web traffic. In June 2025, X users generated 145.8 million daily visits to its web platform, compared to just 6.9 million for Threads . This highlights two critical points:
- Mobile-First Appeal: Threads’ mobile-only focus caters to on-the-go content consumption, particularly among younger demographics.
- Web Engagement: X’s established web presence continues to attract power users, journalists, and brands accustomed to desktop workflows.
Implications for Businesses and Marketers
For brands planning their social media strategy, these trends offer valuable insights:
- Allocate Budget Strategically: As Threads captures more mobile attention, consider shifting a portion of your paid social budget to mobile-optimised Threads campaigns.
- Content Format Matters: Prioritise short-form, visually engaging posts that perform well in mobile feeds. Think concise updates, polls, and story-style integrations.
- Monitor Platform Dynamics: X still leads on web engagement. If your campaigns rely on link-sharing or in-depth discussion threads, maintain a presence on X alongside any new efforts on Threads.
- Test and Learn: Pilot small campaigns on Threads to compare engagement rates, conversion metrics, and ad cost efficiency against existing channels.
Key Takeaways
- Threads is closing in fast on X when it comes to daily mobile users, with growth rates exceeding 100% year-over-year .
- Desktop and web remain X’s stronghold, especially for brands and journalists who value detailed discussions and link amplification .
- Diversify your social strategy by balancing mobile-first platforms like Threads with established networks to maximise reach and engagement.
At O’Brien Media, we stay ahead of social media trends so you don’t have to. Whether you need help crafting a mobile-optimised content plan for Threads, or a robust social strategy that spans X, Instagram and beyond, our team of digital specialists is here to guide you. Get in touch to discuss how we can elevate your brand’s social presence.