Threads see dip in engagement: Here's what brands, creators think of future

When Meta launched Threads, it was billed as a 'Twitter-killer' as 100 million signed up within days of launch. But just like other rivals to Twitter, Threads seems to be losing traction. New data apps tracking firm Sensor Tower indicates the hype has died down and Threads has seen a 20 per cent decrease in active users and a 50 per cent reduction in time spent on the app, from 20 minutes to 10 minutes. Twitter had seen about a 5 per cent decrease in traffic right after Threads' launch earlier this month. Threads isn't the only Twitter alternative to gain and lose traction. Mastodon saw millions of signups immediately after Elon Musk bought Twitter in a USD 44-billion deal. But since late last year, Mastodon has failed to keep users' interest. Bluesky, backed by Twitter's co-founder Jack Dorsey, has also piqued some interest but hasn't really caught up. Twitter has built its reputation around live breaking news, making it the go-to platform for millions during events -- political

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