It's been over a year since Meta launched Threads to compete directly with X (formerly Twitter). The dust has settled, and the landscape of text-based social media has changed permanently.
User Base and Growth
Threads exploded out of the gate, but retention was the initial struggle. However, 2025 saw a steady climb. By integrating closely with Instagram and refining its algorithm to prioritize positive engagement, Threads has carved out a massive, active user base.
X, meanwhile, remains a powerhouse for breaking news and political discourse, though it has faced challenges with advertiser retention and technical stability.
Specialization of Platforms
A clear divide has formed:
- X is for real-time news, sports, and raw political debate. It's chaotic but immediate.
- Threads is for culture, lifestyle, and brand-safe conversations. It feels more curated and less combative.
Advertiser Sentiment
Advertisers have largely flocked to Threads for its brand safety controls and integration with the Meta ad ecosystem. X retains a core group of advertisers but has leaned heavily into subscription revenue from users to diversify its income.
The Verdict
There is no "winner" in the Highlander sense ("There can be only one"). Instead, the market has bifurcated. Most power users now maintain presences on both, treating them as different rooms for different conversations.
