A new analysis reveals a tightening race in the social media arena, with Meta's Threads rapidly closing the gap on X in terms of daily active users on mobile devices. According to market intelligence firm Similarweb, Threads' mobile applications for iOS and Android recorded an impressive 115.1 million daily active users in June 2025, marking a remarkable 127.8% surge year-over-year. In contrast, X observed 132 million daily active users, but experienced a 15.2% decline in year-over-year growth. Meanwhile, the decentralized social network Bluesky, despite a significant 372.5% annual growth, maintains a considerably smaller user base with just 4.1 million daily active users, although its total registered accounts exceed 37 million.
While the mobile competition intensifies, X continues to dominate the web browsing landscape. Similarweb's findings indicate that X garnered 145.8 million average daily web visits globally in June 2025, significantly outpacing Threads' 6.9 million. In the United States, a similar pattern emerges, with X maintaining a strong lead in web traffic and a closer contest on mobile daily active users. Bluesky's web presence in the U.S. also surpasses Threads, suggesting that many of its users may interact primarily through the web rather than its dedicated mobile application. Threads, however, has consistently focused its strategy on its mobile app, which has proven more effective in attracting and retaining users.
The current trajectory suggests that Threads is positioned to become a formidable rival to X, particularly in attracting mobile ad spending, which constitutes Threads' primary monetization approach. The continuous shifts in user preferences and platform strategies underscore the dynamic and competitive nature of the social media industry. As platforms adapt to user demands and market trends, the focus on innovation and user engagement will be crucial for sustained growth and relevance in this ever-evolving digital space.
