Threads gains momentum, but X rules web with 145mn daily visitors: Here is how

CALIFORNIA: Meta’s Threads is rapidly emerging as a strong competitor to X, particularly on mobile devices, but the Elon Musk–owned platform continues to dominate the web. The contrast highlights how user behaviour differs sharply between mobile and desktop platforms—and why X still holds a commanding web presence.

Threads’ growth has been fueled primarily by its deep integration with Meta’s ecosystem. By allowing seamless sign-ups through Instagram and promoting Threads content across Facebook and Instagram, Meta has successfully pushed millions of users toward its platform. This strategy has paid off on smartphones, where Threads now records significantly higher daily engagement than X.

However, the story changes on the web. Despite steady growth, Threads attracted only around 8.5 million daily web users in January, a fraction of X’s 145 million daily web visitors. One key reason is habit is that the X has long been the go-to platform for real-time news, political discourse, and professional commentary, especially among desktop users.

Another factor is functionality, on which Many journalists, analysts, and businesses rely on X’s web-based tools, lists, and search features for monitoring breaking news and trends. These features remain more mature and widely used than Threads’ web offerings.

Meanwhile, Threads continues to focus on community-driven conversations and casual engagement, which resonates more strongly with mobile users. While its web experience is improving, it has yet to become a primary destination for users who consume news and live updates on desktop browsers.

The result is a split landscape: Threads is gaining momentum through mobile-first growth, while X maintains its dominance on the web by serving power users and real-time information seekers. Whether Threads can eventually close this gap will depend on how quickly it can evolve its web platform and shift entrenched user habits.