Threads takes the lead over X on the decisive mobile front: the most recent estimates attribute more daily active users to Meta's app on iOS and Android, a sign of a shift in usage that is reshaping the battle for attention.
The rivalry between Threads and X is no longer just about product announcements or controversies, but about a very concrete indicator: daily use on a smartphoneData from analysts like Similarweb shows a change in global leadership.
Beyond the figures, this overshoot sheds light on platform choices for creators, budgetary trade-offs for brands, and an evolution of formats that favor fast, tactile, and "scrollable" uses.
Threads vs X: Mobile dominance that doesn't erase X's web advantage
Exceeding Threads on mobile doesn't mean X is "outdated everywhere." Web metrics remain a clear stronghold: X maintains a daily footprint of approximately 145 to 150 million web visits, while Threads is situated around 8.5 to 9 million in its domains. This gap structures specific uses: media monitoring on desktop, management of institutional accounts, market monitoring, or even reading long analyses in a multi-tab environment.
This mobile/web duality influences brand strategy. A fictional B2B company, “DataRive,” reserves X for amplifying announcements (partnerships, fundraising, events) because journalists and analysts remain very active there, often via computer. Simultaneously, the social media team shifts more relational content to Threads to foster closer relationships and repetition. Two objectives, two usage contexts, two ways to measure success.
In the United States, the balance is different again: X maintains a slight lead on mobile with a little over 21 million daily users, compared to approximately 19.5 million for Threads. But the trend is noticeable: Threads is progressing by more than 40 % over a year, while X's growth remains below the 20 %This tightening changes the balance of power for brand awareness campaigns: should we prioritize Threads' "native mobile" inventory or X's conversational history? The answer depends on the ad creative, but also on the video format, which has become central on smartphones.
To maximize attention, teams adopt adapted production schedules: variations in hooks, legible subtitles, and rhythmic editing. This leads to further consideration of the role of short-form content in budgets, as explained by... the impact of short videos on brand spendingWhen mobile dictates the pace, media buying follows.
The trust factor: controversies, moderation and the “repellent” effect
The shift to Threads is also explained by brand climate. On X, several controversies affected perception, including those related to GrokThe integration of AI, particularly after its misuse involving non-consensual images, has been a concern. Investigations launched in California and several other jurisdictions (United Kingdom, European Union, India, Brazil) have reinforced the perception that the platform is going through a turbulent period.
Visit influencer marketingThis context matters: a creator doesn't just choose an audience, they also choose a "framework" that protects their reputation. Advertisers, for their part, weigh the risks. This mechanism is comparable to the discussions surrounding the rise of new assistants and chatbots in different markets, as we can see with... examples of AI chatbots like Cici in China Innovation is attractive, but governance and trust determine its duration.
It's no coincidence that Bluesky experienced a surge in installations during certain crisis periods. However, without a massive network effect and distribution gateways as powerful as Meta, maintaining momentum is more difficult. The key point remains this: on mobile, users prioritize fluidity and peace of mind. And in this area, Threads is gradually consolidating its advantage.
After this observation, the most operational question becomes: how does Meta transform this mobile advantage into concrete opportunities for creators and brands, and which formats really win?
What opportunities exist for creators and brands after Threads surpasses mobile?
Threads' success on mobile creates a new opportunity for creators: when a platform reaches a threshold of daily usage, it becomes a space where editorial routines can be built, formats tested, and feedback obtained quickly. Meta has reinforced this trajectory with features designed to capture attention: communities based on interests, improved filters, direct messagesLonger texts, ephemeral publications, and even entertainment-oriented experiments. The goal is clear: to multiply the contexts of interaction without breaking simplicity.
For a brand, the goal isn't to be "everywhere," but to be consistent. A common scenario: a digitally native vertical brand (DNVB) called "Lumière Studio" identifies three beauty creators already successful on Instagram, then launches a series of discussions on Threads (Q&A, feedback, recommendations). The team observes that the audience comments less "to debate" and more "to decide" (shades, delivery, application), which improves the quality of leads. The method relies on disciplined production and a deep understanding of mobile formats.
In this context, vertical content and micro-videos remain a driving force, even though Threads isn't solely a video platform. Successful practices are similar to those observed on other networks, with some useful connections: Twitch's evolution towards stories and a vertical stream This shows how even historically “live” platforms are adapting to smartphone habits. Brands that master these codes can more easily transfer their storytelling from one environment to another.
When planning, another trade-off arises: advertising or organic? Acquisition managers would benefit from comparing the targeting and cost strategies on Meta and TikTok, using, for example, A comparison of TikTok Ads vs. Facebook Ads. Surpassing Threads on mobile reinforces the value of the Meta ecosystem for orchestrating complete journeys: discovery, consideration, conversion, retargeting.
Use case: building a Threads presence without diluting brand DNA
An effective presence on Threads relies on one principle: one idea per post, then a conversation. For example, a food brand like Sesame House launched a weekly thread called "3 Dinner Ideas in 15 Minutes." Guest creators added their variations in the comments, followers asked questions, and the brand responded with helpful content. The result wasn't just a surge in reach; it was a library of answers and social proof, accessible on mobile devices.
The second principle is to align creation and distribution. While visuals are designed for Instagram, the Threads version must prioritize readability and accessibility, with a clear intent from the very first line. This is precisely what teams are aiming for when structuring content calendars that "breathe" on small screens.
Finally, the Meta ecosystem is already preparing for what's next: more immersive interfaces and new touchpoints. Brands anticipating these developments are also observing signals on the hardware side, for example via the acceleration of smart glasses at MetaIf attention shifts tomorrow towards augmented experiences, the mastery of communities and short formats acquired today on mobile will remain a strategic advantage.
To transform these trends into measurable results, support and execution make all the difference. ValueYourNetworkan expert in influence marketing since 2016, relies on hundreds of successful campaigns conducted on social media to connect effectively influencers and brandsTaking into account the specific characteristics of platforms like Threads and X, to define a creator strategy, calibrate mobile formats, and ensure performance, contact us.
For the first time, Threads surpasses X on mobile in terms of daily active users.
The signal is strong: Threads is now ahead X in daily active mobile users worldwide. Updated figures as of January 7 indicate approximately 141.5 to 143 million daily users for Threads on iOS and Android, versus 125 to 126 million for X. The important point is not just the gap, but the momentum: Threads is progressing at an annual rate close to +38 %, while X retreats around -12 %.
In practice, this translates into a very simple behavior: casual audiences prefer a more integrated and familiar experience, particularly thanks to the natural link with Instagram. A fictional cosmetics brand, "Atelier Peau," illustrates this trend well: by reallocating some of its short posts from Instagram to Threads, the team observed a steady increase in qualified comments (product questions, shade requests), because the audience already follows its creators on Instagram. The acquisition strategy isn't starting from scratch.
This exceeding also relates to the notion of frictionThreads benefits from a meta ecosystem where users can discover, follow, and interact without relearning the rules. Brands that already optimize their Instagram content (pacing, formats, tone) can replicate their standards more quickly. To reinforce this creative consistency, useful guidelines exist for constructing visuals and posts, for example via Tips for taking successful influencer photos on Instagram or even methods for producing engaging Instagram content.
Finally, mobile imposes its own rules: short format, readability, immediacy. The surpassing of Threads suggests that attention is increasingly captured in rapid sequences, making reflection on vertical video to capture the mobile audienceThe logical next step is to compare this mobile leadership with the pockets of resistance of X, particularly on the web.
| Indicator | Threads | X |
|---|---|---|
| Daily active mobile users (worldwide) | ≈ 141.5–143 M | ≈ 125–126 M |
| Estimated annual change (mobile, worldwide) | ≈ +38 % | ≈ -12 % |
| Daily active mobile users (USA) | ≈ 19.5 M | ≈ 21 M |
| Daily web visits | ≈ 8.5–9 M | ≈ 145–150 M |
Why mobile has become the arbiter of social networks
Mobile doesn't just measure an audience, it measures a habitOpening an app every day means it becomes part of micro-moments: commuting, waiting in line, breaks. On X, usage has long been linked to breaking news and real-time debates. On Threads, the action is more like an extension of Instagram routines: following creators, reacting to lifestyle topics, commenting on recommendations.
This difference impacts marketing value: a “ritual” network offers opportunities for repetition and memorization, while an “event-driven” network generates more unpredictable spikes. This is also why brands are exploring similar formats like Shorts, Reels, and other short videos; in this respect, The reasons why YouTube Shorts are essential sheds light on the competition for vertical attention.
The second factor is the algorithm: on mobile, recommendations carry more weight than active search. An editorial strategy aligned with engagement signals (saves, replies, shares) becomes a priority. Resources such as Instagram algorithm analysis They help us understand how Meta structures the distribution, and then to apply these reflexes to Threads. Ultimately, the ecosystem that facilitates discovery on mobile ends up setting the pace.
To illustrate this concretely, a fictional agency, “Nord&Co,” tested two approaches for a sneaker launch: on X, posts with strong opinions generated debate but few clicks to the store; on Threads, a feed of recommendations from micro-creators produced less noise but more qualified visits. This asymmetry explains why performance teams are monitoring mobile with such close attention.
As we understand this role of mobile, the question becomes: where is X resisting, and why is Threads not winning everywhere at the same rate?
Threads vs X: Mobile dominance that doesn't erase X's web advantage
Exceeding Threads on mobile doesn't mean X is "outdated everywhere." Web metrics remain a clear stronghold: X maintains a daily footprint of approximately 145 to 150 million web visits, while Threads is situated around 8.5 to 9 million in its domains. This gap structures specific uses: media monitoring on desktop, management of institutional accounts, market monitoring, or even reading long analyses in a multi-tab environment.
This mobile/web duality influences brand strategy. A fictional B2B company, “DataRive,” reserves X for amplifying announcements (partnerships, fundraising, events) because journalists and analysts remain very active there, often via computer. Simultaneously, the social media team shifts more relational content to Threads to foster closer relationships and repetition. Two objectives, two usage contexts, two ways to measure success.
In the United States, the balance is different again: X maintains a slight lead on mobile with a little over 21 million daily users, compared to approximately 19.5 million for Threads. But the trend is noticeable: Threads is progressing by more than 40 % over a year, while X's growth remains below the 20 %This tightening changes the balance of power for brand awareness campaigns: should we prioritize Threads' "native mobile" inventory or X's conversational history? The answer depends on the ad creative, but also on the video format, which has become central on smartphones.
To maximize attention, teams adopt adapted production schedules: variations in hooks, legible subtitles, and rhythmic editing. This leads to further consideration of the role of short-form content in budgets, as explained by... the impact of short videos on brand spendingWhen mobile dictates the pace, media buying follows.
The trust factor: controversies, moderation and the “repellent” effect
The shift to Threads is also explained by brand climate. On X, several controversies affected perception, including those related to GrokThe integration of AI, particularly after its misuse involving non-consensual images, has been a concern. Investigations launched in California and several other jurisdictions (United Kingdom, European Union, India, Brazil) have reinforced the perception that the platform is going through a turbulent period.
In influencer marketing, this context matters: a creator doesn't just choose an audience, they also choose a "framework" that protects their reputation. Advertisers, for their part, weigh the risks. This mechanism is comparable to discussions about the rise of new assistants and chatbots in different markets, as we can see with... examples of AI chatbots like Cici in China Innovation is attractive, but governance and trust determine its duration.
It's no coincidence that Bluesky experienced a surge in installations during certain crisis periods. However, without a massive network effect and distribution gateways as powerful as Meta, maintaining momentum is more difficult. The key point remains this: on mobile, users prioritize fluidity and peace of mind. And in this area, Threads is gradually consolidating its advantage.
After this observation, the most operational question becomes: how does Meta transform this mobile advantage into concrete opportunities for creators and brands, and which formats really win?
What opportunities exist for creators and brands after Threads surpasses mobile?
Threads' success on mobile creates a new opportunity for creators: when a platform reaches a threshold of daily usage, it becomes a space where editorial routines can be built, formats tested, and feedback obtained quickly. Meta has reinforced this trajectory with features designed to capture attention: communities based on interests, improved filters, direct messagesLonger texts, ephemeral publications, and even entertainment-oriented experiments. The goal is clear: to multiply the contexts of interaction without breaking simplicity.
For a brand, the goal isn't to be "everywhere," but to be consistent. A common scenario: a digitally native vertical brand (DNVB) called "Lumière Studio" identifies three beauty creators already successful on Instagram, then launches a series of discussions on Threads (Q&A, feedback, recommendations). The team observes that the audience comments less "to debate" and more "to decide" (shades, delivery, application), which improves the quality of leads. The method relies on disciplined production and a deep understanding of mobile formats.
In this context, vertical content and micro-videos remain a driving force, even though Threads isn't solely a video platform. Successful practices are similar to those observed on other networks, with some useful connections: Twitch's evolution towards stories and a vertical stream This shows how even historically “live” platforms are adapting to smartphone habits. Brands that master these codes can more easily transfer their storytelling from one environment to another.
When planning, another trade-off arises: advertising or organic? Acquisition managers would benefit from comparing the targeting and cost strategies on Meta and TikTok, using, for example, A comparison of TikTok Ads vs. Facebook Ads. Surpassing Threads on mobile reinforces the value of the Meta ecosystem for orchestrating complete journeys: discovery, consideration, conversion, retargeting.
Use case: building a Threads presence without diluting brand DNA
An effective presence on Threads relies on one principle: one idea per post, then a conversation. For example, a food brand like Sesame House launched a weekly thread called "3 Dinner Ideas in 15 Minutes." Guest creators added their variations in the comments, followers asked questions, and the brand responded with helpful content. The result wasn't just a surge in reach; it was a library of answers and social proof, accessible on mobile devices.
The second principle is to align creation and distribution. While visuals are designed for Instagram, the Threads version must prioritize readability and accessibility, with a clear intent from the very first line. This is precisely what teams are aiming for when structuring content calendars that "breathe" on small screens.
Finally, the Meta ecosystem is already preparing for what's next: more immersive interfaces and new touchpoints. Brands anticipating these developments are also observing signals on the hardware side, for example via the acceleration of smart glasses at MetaIf attention shifts tomorrow towards augmented experiences, the mastery of communities and short formats acquired today on mobile will remain a strategic advantage.
To transform these trends into measurable results, support and execution make all the difference. ValueYourNetwork, expert in influencer marketing since 2016, relies on hundreds of successful campaigns conducted on social media to connect effectively influencers and brandsTaking into account the specific characteristics of platforms like Threads and X, to define a creator strategy, calibrate mobile formats, and ensure performance, contact us.