Meta's Threads has surpassed X (formerly Twitter) in daily active users for the first time, reaching 200 million DAU compared to X's 180 million. The milestone caps a remarkable growth trajectory for the platform that launched as a Twitter alternative in July 2023.
Threads' growth has been fueled by continued integration with Instagram, a more moderated content environment, and the steady migration of brands and journalists away from X. The platform's algorithmic feed now rivals X's for real-time news and cultural conversation.
Advertising revenue on Threads has reached $2 billion annualized, though it remains far below Meta's other properties. Advertisers are attracted by the platform's more brand-safe environment compared to X, where content moderation policies have been a persistent concern.
X owner Elon Musk has disputed the figures, claiming X's internal metrics show higher engagement per user. However, independent analytics firms have consistently measured Threads' growth trajectory as outpacing X throughout 2026.
The competitive dynamics have been positive for users of both platforms, driving feature innovation. Both services have launched improved creator monetization tools, enhanced search, and better content discovery algorithms in their efforts to attract and retain users.
