The number of daily active users on the nascent social media platform has reportedly plummeted by nearly 70 per cent, down from its peak of 44 million on July 7 to 13 million just 10 days later, according to market intelligence company Sensor Tower. In response to The Logic’s request for comment, Meta spokesperson Lisa Laventure referred to Mark Zuckerberg and head of Instagram Adam Mosseri’s earlier Threads posts that said growth, retention and engagement were all “way ahead” of expectations. (The Logic, The Wall Street Journal)

Talking point: The average time users spent on Thread’s mobile app has also fallen from 19 minutes a day to four minutes, compared to Twitter’s 200 million daily active users’ average of 30 minutes a day, putting pressure on Meta to add new features to Threads, The Wall Street Journal reported. The Threads launch has not impacted usage of Twitter with mobile engagement remaining relatively unchanged, Sensor Tower said in its report. Although analysts expected Meta to build Threads off its Instagram user base, average time spent on Threads is 10 times shorter than on Instagram. Other microblogging startups like Mastodon and Truth Social have gained users but still aren’t meaningful competitors.