Threads by Mark Zuckerberg starts 2026 ahead of Elon Musk’s X

User growth reshaping the social media market

Meta’s text-based platform Threads enters 2026 with strong and sustained momentum. According to Similarweb estimates, the platform reached approximately 320 million active users by January 2026, including around 143 million daily mobile users. Compared with early 2025 figures, this represents nearly 40% year-over-year growth, placing Threads among the fastest-growing social platforms globally.

December 2025 alone added more than 30 million new users, a notable achievement for a text-focused network and a clear indicator of strong organic adoption and engagement.

Structural advantages over X

A major driver of Threads’ success is its deep integration with Instagram. Analysts estimate that roughly 65% of new Threads accounts originate from Meta’s existing ecosystem, significantly reducing user acquisition costs. In contrast, X has experienced a 11.9% year-over-year decline in daily active users, while Threads expanded its active audience by approximately 38%, highlighting diverging platform trajectories.

Advertising trends and revenue outlook

Advertising accounts for nearly 68% of X’s total revenue, yet ad income fell to $2.5 billion in 2024, a 13.7% year-over-year decrease. Concerns around brand safety and content moderation have pushed advertisers to explore alternatives. Threads is increasingly viewed as a more predictable and brand-friendly environment. Market analysts project that Threads could generate up to $11.3 billion in revenue as monetization efforts scale.

Competitive balance and long-term outlook

Despite Threads’ rapid global expansion, X still maintains a lead in U.S. daily mobile users, with 21.2 million compared to Threads’ 19.5 million. However, long-term indicators suggest a gradual shift of user attention and advertising budgets toward Meta’s platform as the competitive landscape continues to evolve.