Threads overtakes X in daily mobile users for the first time
In a major turning point in the social media landscape, Meta’s Threads has overtaken Elon Musk’s X (formerly Twitter) in average daily active mobile users worldwide for the first time. Threads crossed this milestone in October 2025, signaling a significant step in Mark Zuckerberg’s effort to challenge Musk’s dominance in real-time text-based platforms.
The achievement reflects Meta’s strategic integration of Threads with Instagram, which gave the platform an enormous built-in user base from launch. By allowing users to sign in through Instagram and easily share Threads posts back to the photo app, Meta created an effortless loop that continues to attract millions of mobile users every week. In contrast, X’s audience growth has slowed after a series of controversial policy shifts under Musk’s leadership.
Experts believe Threads’ rise is not just a story of fast downloads, but of timing and tone. Many users who felt alienated by Musk’s changes, such as paid verification, relaxed moderation, and unpredictable rule changes, migrated to Threads, which markets itself as a calmer, cleaner alternative. Meta’s platform has also benefitted from global accessibility, stable moderation policies, and an interface that appeals to brands and casual users alike.
However, Threads’ victory is far from complete. While it now leads in mobile metrics, X still holds the upper hand in total users, engagement time, and global influence. Threads is expanding, but X’s depth of usage and established reputation for breaking news and live events remain unmatched.
Why Threads overtook X
Several underlying factors explain why Threads managed to pull ahead in mobile usage. The decline in user experience on X after Musk’s takeover is among the biggest. Massive staff cuts to moderation teams and the reinstatement of banned accounts created an unpredictable environment that alienated both users and advertisers. Threads, by contrast, benefited from Meta’s polished ecosystem, familiar design, and focus on safety and community standards.
Meta also used its cross-platform strength to maximum effect. With Instagram’s billions of users just a tap away, Threads achieved the kind of early traction that few standalone apps can manage. The app’s design emphasizes positivity and simplicity, avoiding the confrontational tone that has increasingly characterized X. Moreover, Meta’s better global reach and stable government relations have allowed Threads to expand smoothly in regions where X faces regulatory pushback.
Over time, Threads added missing features such as trending topics, hashtags, and a web version, making it more competitive with X. Combined with advertiser confidence in Meta’s moderation policies, these improvements have helped Threads become a safe destination for both users and brands.
Advertisers’* *e* *xodus from X
One of X’s biggest setbacks has been its loss of trust among advertisers. Under Musk, the platform drastically reduced its moderation staff and reinstated controversial accounts, which led to a rise in hate speech and misinformation. Major companies such as Disney, Apple, IBM, and Coca-Cola paused their advertising campaigns after their ads appeared beside extremist or offensive posts.
Brand safety, ensuring ads do not appear next to harmful content, became a serious concern. Musk’s “freedom of speech” stance conflicted with corporate reputations, leading many firms to redirect their marketing budgets toward Meta platforms, including Threads. This advertiser migration reinforced Threads’ image as the safer, more stable alternative, while X’s primary revenue stream, advertising, took a severe hit.
Threads vs X
What the numbers reveal
The statistics make the contrast clear: X remains the larger and more influential platform by far. Its monthly active users and daily web visits dwarf Threads’ numbers, and users on X spend roughly six times more time per day engaging with content. Despite the controversies, X remains the default platform for news, politics, and real-time conversation, categories where Threads has yet to make a serious mark.
Threads, however, is catching up rapidly in mobile engagement, signaling that Meta’s strategy of linking the app with Instagram is paying off. With 400 million monthly users and fast-growing downloads, it is now the first credible rival to challenge X in years. Advertisers’ growing shift toward Meta’s cleaner ecosystem gives Threads another long-term advantage.
Still, in sheer scale and cultural influence, X’s dominance persists. It remains the platform where global events break first and where journalists, politicians, and public figures continue to drive daily discourse. Threads’ growth reflects the appetite for a calmer alternative, but its success depends on whether users will treat it as more than just an Instagram extension.