Threads now has more daily users on mobile devices than X, according to data from one market intelligence company.
Meta's answer to Elon Musk's rebranded Twitter has grown to 141.5 million daily active users on mobile devices as of January 7, while X has 125 million daily active users on mobile devices, according to Similarweb.
Growth on Threads appears to have pre-dated widespread recent condemnation of X's decision to allow its built-in AI Grok to create non-consensual naked photos of women and sometimes minors that were publicly viewable on the platform.
Amid the steady growth of Threads, Meta has announced it will gradually add advertising to user timelines from January 26 onwards. Until now, adverts had only been shown on a trial basis to a small number of users.
The company announced on Wednesday that ads would be personalized and provided by the same AI-powered ad system used on other Meta platforms such as Facebook and Instagram.
The worldwide introduction of the ad placements will take a few months. During this period, only a small number of adverts will be shown at first.
Unlike X, its three biggest rivals - Threads, Bluesky and Mastodon - do not completely shut themselves off from one another, and there are ways to link these so-called decentralised services.
The app Openvibe brings Bluesky, Mastodon and Threads together in a single app, letting users post to all networks at once from one account.
