Meta’s Threads Surpasses X in User Growth Amid Advertiser Shift
Mark Zuckerberg's Threads has overtaken Elon Musk's X in active users, reaching 320 million by January 2026. The platform added over 30 million users in December 2025 alone, capitalizing on X's struggles with policy changes and leadership controversies following Musk's $44 billion acquisition.
Brands are migrating to Threads' advertiser-friendly environment as X faces declining ad revenue and user retention. Meta's seamless Instagram integration and organic growth strategy have fueled Threads' 38% year-over-year user increase, while X's daily active users dropped by 11.9%.
Analysts project Threads could generate $11.3 billion in revenue as Meta continues refining features to directly compete with X's functionality. The platform's success highlights the growing preference for stable, brand-safe social media ecosystems in the digital advertising space.
