After 18 Months, Is Meta’s Threads a Supernova, a Slow Burn, or a Death Star?

Just in from the field! NuVoodoo Media Services’ first consumer digital media study of the new year. We’re sharing feedback from our randomly screened & compensated nationwide sample of just over 2900 U.S consumers (over the age of 13). We completed interviews with 755 Gen Z’s, 757 Millennials, 662 Gen Xers, and 734 Baby Boomers as of early January 2025. Check back here often or subscribe for email updates delivered to your inbox.  

Threads’ 18 Month Report Card: Ready – Fire – Aim! 

Meta’s Threads, the Twitter challenger that burst onto the scene with a meteor shower of downloads, has cooled down faster than a comet. While the initial hype was astronomical, NuVoodoo’s new consumer research study suggests that user adoption and retention have fizzled like a spent rocket.

1. Overall Usage Trends for Threads:
   • 76% of respondents use Threads less than once a week, don’t use it at all, or don’t have an account.
   • Only 18% use Threads daily or more often.
2. Breakdown by Generations:
   • Gen Z: Higher adoption, with 26% using Threads daily, but a significant 66% rarely or never use it.
   • Millennials: Similar to Gen Z, 27% use it daily, while 66% rarely or never use it.
   • Gen X: Adoption drops, with 15% using it daily, and 80% rarely or never using it.
   • Boomers: Lowest engagement, with only 2% using Threads daily, while a staggering 96% rarely or never use it.

The data paints a challenging picture for Threads. Gen Z and Millennials, being more active in digital platforms, show some potential, but even within these groups, daily Threads usage remains relatively low.

Analysts are scratching their heads, wondering if Threads is a failed launch or simply a slow-burning star waiting to ignite.  The problem? Threads feels like a pale imitation of Twitter, lacking functionality from the start, and key features even now–like robust DMs and effective moderation. 

Meanwhile, Bluesky is a key competitor in the same space as Threads and may have contributed to dampening Threads’ momentum, particularly among early adopters of decentralized social media platforms.  Unlike Threads, which is tightly integrated with Instagram and the Meta ecosystem, Bluesky positions itself as independent and user-first, drawing those skeptical of Meta’s privacy practices.

Launched in private beta in late 2022, Bluesky’s public buzz coincided with Threads’ debut in mid-2023, diluting Threads’ initial attention. Furthermore, Bluesky’s exclusivity, transparency, and focus on community-driven engagement may have helped it build a loyal user base, while Threads struggled with retention and a lack of differentiation. 

Next, we’ll see if Blue Sky has indeed captured the influential early adopter market and positioned itself as a promising alternative to Twitter/X.  There’s also a report card due for Elon Musk’s recent rebranding and rescoping of Twitter to X.  We’ll share study results soon.

For now, Threads remains a cautionary tale: even with a massive marketing push and a significant Meta user base, building a successful social media platform is no easy feat. It takes more than just a pretty face – it requires a unique identity, a compelling user experience, and a commitment to constant innovation.  Consumers apparently aren’t buying what Meta has to offer.

NuVoodoo conducts research and manages marketing campaigns for clients across a wide variety of industries.  It’s easy to get in touch.  Email tellmemore@nuvoodoo.com to learn how we can be a valuable partner.