Meta’s Threads real-time messaging app is struggling to attract new users like it did during its blockbuster July debut.
The Twitter clone now ranks near the bottom of the most popular social media platforms, ahead of only Tumblr, as measured by the number of U.S. users, according to Insider Intelligence’s first Threads forecast, published Tuesday.
Insider Intelligence said it expects Threads to have 23.7 million U.S. users in 2023, far behind Facebook, Instagram and TikTok, which have 177.9 million, 135.2 million and 102.3 million users, respectively. Its closest rival, X, will have 56.1 million U.S. users in 2023, the forecast said, which means that Threads will have less than half of the U.S. user base of the messaging app formerly known as Twitter.
For the U.S. market, the analyst firm said Threads will continue to “rank second-to-last among social networks” through 2025.
Meta did not respond to a request for comment.
The new forecast joins a growing list of third-party estimates from mobile analytics firms such as Sensor Tower and Similarweb that have recently documented declining usage of Threads.
When Threads debuted, it rapidly gained millions of users due in part to its easy sign-up process for existing Instagram users. The messaging app also benefited by being a mainstream alternative to X, which several analyst firms including Insider Intelligence have said is losing users amid the ownership of Tesla chief Elon Musk.
“Threads received an initial boost from Twitter’s missteps, but it can’t rely on X defectors to continue to grow,” Insider Intelligence principal analyst Jasmine Enberg said in a statement.
If Musk decides to charge all X users a monthly subscription fee, as he said during a recently livestreamed talk with Israeli Prime Minister Benjamin Netanyahu, Meta could have a “clearer avenue to monetize Threads,” Enberg said.
“Assuming Musk doesn’t backtrack, the move will likely alienate more X users and potentially increase advertiser interest in Threads,” Enberg added.
Still, Meta CEO Mark Zuckerberg has previously said that the company has no plans to monetize Threads until it’s bigger and more established.
The social networking giant has been releasing several new features for Threads intended to make it more compelling, such as a desktop version and a search tool. Indeed, both advertisers and creators have previously told CNBC that Threads needs certain features such as analytics tools to become a more robust platform that they will invest time and money into.
Enberg said Threads needs to establish an identity that’s “more than an extension of Instagram or an alternative to X” in order to become a major player in the social media market.
“TikTok was able to break through largely because it offered users a unique new social experience,” Enberg said, referring to the ByteDance-owned short-video app’s rise to prominence.
A view of Oracle headquarters on September 11, 2023 in Redwood Shores, California.
Justin Sullivan | Getty Images
The apprehension investors have surrounding Oracle has spilled over from manifesting in its stock price — which has fallen nearly 50% from its all-time high on Sept. 10 — to affecting its projects.
Asset management firm Blue Owl Capital reportedly pulled out from Oracle’s $10 billion data center project over unfavorable debt terms, according to the Financial Times, as concerns about the tech giant’s high level of debt mount.
The latest development adds fuel to worries that Oracle could delay the completion of data centers for OpenAI, which were first flagged by Bloomberg on Friday, though the cloud company has denied the report.
Despite the recent pullback in artificial intelligence stocks, the Bank of America thinks “the AI trade may still have room to run into 2026” — with the important caveat that shares going up does not mean a bubble isn’t forming.
“In our view, such progression validates our thesis that a larger AI bubble continues to build,” analysts at Bank of America wrote.
The trouble, as always, is pinpointing the exact moment before the bubble pops — if that’s even possible.
China’s chipmakers are challenging Nvidia. MetaX Integrated Circuits, a Chinese semiconductor firm, soared nearly 700% in its market debut on Wednesday. It’s a sign of how investors are growing enthusiastic over Chinese chipmakers and their progress in catching up with Nvidia.
Netflix deal is ‘superior’ to Paramount’s, Warner Bros. says. Samuel Di Piazza, chair of the Warner Bros. board, separately told CNBC on Wednesday that the board would have appreciated more involvement from Paramount Skydance CEO David Ellison’s father, Oracle co-founder Larry Ellison.
U.S. approves arms sale to Taiwan, reportedly the biggest ever. The $11.15 billion transaction, which was given the green light on Thursday, reportedly comprises HIMARS rocket artillery systems, self-propelled howitzer systems and Javelin and TOW anti-tank missiles, according to Reuters.
[PRO] One chart is worrying Michael Burry. “The Big Short” investor pointed to a graphic produced by Wells Fargo that showed a phenomenon in U.S. households that has only happened twice before and preceded bear markets that “lasted years.”
And finally…
People walk past a Starbucks Reserve in the Huangpu district in Shanghai on April 11, 2025.
Hector Retamal | Afp | Getty Images
Correction: An earlier version of this report stated the wrong date of the U.S. government’s approval of its arms sale to Taiwan. This has been rectified.
TOKYO, JAPAN – FEBRUARY 03: SoftBank Group CEO Masayoshi Son delivers a speech during an event titled “Transforming Business through AI” in Tokyo, Japan, on February 03, 2025. SoftBank and OpenAI announced that they have agreed a partnership to set up a joint venture for artificial intelligence services in Japan.
Japanese tech stocks took a tumble on Thursday as AI infrastructure spending worries on Wall Street crossed the ocean into the Asian markets, with AI-related stocks declining.
Softbank Group Corp was among the top losers in the benchmark Nikkei 225, falling as much as 7.25%, with the index leading losses in Asia, down 1.23%. The group pared some losses and was last trading 3% lower.
This decline comes as the tech-heavy Nasdaq Composite fell 1.81% overnight, dragged by losses in Oracle, Broadcom, Nvidia and other AI plays.
The losses in Oracle came after the Financial Times reported on Wednesday that Blue Owl Capital’s plans to finance the cloud infrastructure company’s $10 billion Michigan data center had stalled. The company last week had refuted a report that said it had delayed some projects for AI major OpenAI to 2028.
Tech-focused SoftBank has seen sharp volatility in its stock over the past month as fears over AI-related spending have gripped the market.
At the start of the year, the group had revealed plans to invest $500 billion in AI infrastructure in the U.S. along with OpenAI, Oracle and other partners, and in September it announced five new U.S. AI data center sites under Stargate, OpenAI’s overarching AI infrastructure platform.
Jesper Koll, expert director at Tokyo-based financial services firm Monex Group, said much of what goes into data centers, power centers, and AI hardware enablers is “Made in Japan, and can only be made in Japan.” That makes Japanese tech, especially AI-related stocks more vulnerable to any worries around U.S. tech spending.
On Wednesday, Japan’s trade numbers showed that exports of electrical machinery jumped 7.4%, and semiconductor-related exports surged 13% year on year. Koll said the U.S.-led boom in tech spending was translating into growing exports of specialized machinery and equipment.
Losses were less pronounced in South Korean chip heavyweight Samsung Electronics at 0.93%, while SK Hynix reversed course to gain 0.73%. Taiwan’s TSMC, the world’s largest contract chip manufacturer, was marginally down.
A view of Oracle’s headquarters in Redwood Shores, California.
Justin Sullivan | Getty Images
The apprehension investors have surrounding Oracle has spilled over from manifesting in its stock price — which has fallen nearly 50% from its all-time high on Sept. 10 — to affecting its projects.
Asset management firm Blue Owl Capital reportedly pulled out from Oracle’s $10 billion data center project over unfavorable debt terms, according to the Financial Times, as concerns about the tech giant’s high level of debt mount.
The latest development adds fuel to worries that Oracle could delay the completion of data centers for OpenAI, which were first flagged by Bloomberg on Friday, though the cloud company has denied the report.
Despite the recent pullback in artificial intelligence stocks, the Bank of America thinks “the AI trade may still have room to run into 2026” — with the important caveat that shares going up does not mean a bubble isn’t forming.
“In our view, such progression validates our thesis that a larger AI bubble continues to build,” analysts at Bank of America wrote.
The trouble, as always, is pinpointing the exact moment before the bubble pops — if that’s even possible.
— CNBC’s Jaures Yip contributed to this report.
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And finally…
A projected illumination marking the 75th anniversary of the Schuman Declaration, on the Grossmarkthalle building at the European Central Bank headquarters in Frankfurt, Germany, on May 9, 2025.
Investors are gearing up for the last interest-rate decisions of 2025, with four of Europe’s central banks announcing their monetary policies and macroeconomic outlooks on Thursday.
The European Central Bank, Bank of England, Riksbank and Norges Bank are all meeting, but only one of them is expected to change its rate.