Threads continues to unravel

User engagement on Threads has continued to fall after an initial surge in sign-ups, putting pressure on parent Meta Platforms to roll out new features for its nascent microblogging app.

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For a second week in a row, the number of daily active users declined on Threads, falling to 13 million, down about 70% from a July 7 peak, according to estimates from market intelligence firm Sensor Tower.

The average time users spend on the iOS and Android apps has also decreased to four minutes from 19 minutes. The average time spent for Android users in the U.S. dropped to five minutes from a peak of 21 minutes on launch day, according to SimilarWeb, a digital data and analytics company.

[As I wrote earlier, I have no desire to further engage a platform whose current ownership collaborated in the government/Big Tech censorship complex. Even apart from that, though, Threads looks like a product rushed to market way before it was ready. It had no tools to allow users to curate content, which Twitter has had since the beginning. It offers no compelling alternate content to draw users away from Twitter. It looks like nothing much more than a temper tantrum from Mark Zuckerberg over Elon Musk’s exposure of censorship in the Twitter Files. It’s an embarrassment. — Ed]

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