Threads vs. X: Who Will Lead in 2025 and How This Affects Marketing

Threads or X? That’s the big debate of 2025. Recent analytics from Similarweb suggest that Threads has overtaken X in daily active users. For Meta, this looks like confirmation that its bet on building a “new Twitter” is paying off. But is the situation really so straightforward?

Threads now matches X in daily activity and even surpasses it on certain days. This reflects a broader trend: X appears to be losing momentum, while Threads is steadily growing. Meta’s consistent updates, user-friendly features, and integration into the Instagram ecosystem have all helped attract audiences who want fresh ways of engaging online.

Still, the numbers aren’t final. Similarweb’s estimates are based on sampling and extrapolation. Officially, X continues to report higher activity, particularly through its mobile app, while Threads’ growth is undeniable but not yet dominant. Meanwhile, X remains the go-to platform during global events and breaking news, which still secures its relevance.

For marketers, the real takeaway is clear: your strategy should follow your audience, not just headlines. If your customers are on X, it remains valuable. If they’re increasingly active on Threads, it’s time to test campaigns there. The smartest brands will diversify across both platforms, learning where engagement and ROI are strongest.