Meta Threads Unique Visitor Count in the U.S. Decreased by 43% Year-on-Year
Comscore data shows that Threads' unique visitor count in the U.S. has significantly declined over the past year, dropping from 12.4 million in June 2025 to 7.1 million in March 2026, a decrease of 43%.
During the same period, the unique visitor count on the X platform in the U.S. remained relatively stable, while Bluesky also saw a decline of 44%. Although Meta reports that Threads has over 400 million monthly active users, web traffic has notably decreased.
This data highlights the challenges Threads faces in user retention and web usage habits in the U.S. market, indicating that Meta needs to enhance content and feature iterations to maintain long-term growth momentum.
Source: Public Information
ABAB AI Insight
Meta has rapidly expanded to over 400 million monthly active users since launching Threads in 2023, achieving explosive growth through Instagram referrals and celebrity participation. However, the decline in web traffic from 2025 to 2026 reflects a transition from initial hype to sustainable retention. Zuckerberg's team has previously emphasized optimizing dialogue and community features.
On the capital front, Meta continues to monetize Threads through advertising and its ecosystem with Instagram, converting traffic into revenue. However, the decline in visitors prompts increased investment in AI recommendations and content, while also guiding users to migrate within the app to stabilize data assets and advertising inventory, maintaining pricing power in social advertising.
Emerging platforms like Bluesky also experienced traffic fluctuations during the same period, facing retention challenges after early Twitter/X user migration. Currently, Threads is adjusting from a growth peak to a phase of mature competitive control in the U.S. market.
This situation essentially reflects technological substitution and capital concentration: AI-driven content distribution has not fully offset the appeal of competing platforms, leading to traffic concentration on platforms like X that offer greater user retention. Pricing power is shifting towards larger companies that can balance web/app experiences and lock in high-value users, while accelerating the marginalization of smaller social platforms.
ABAB News · Law of Cognition
Traffic declines inevitably follow peaks: Initial hype is easy to achieve, but long-term retention is challenging.
Web visitors are a true thermometer: MAU figures may look good, but actual usage decline is a signal.
Ecosystem binding is superior to single-point products: The longer Instagram supports Threads, the more Threads needs to prove its independent viability.