The X Factor is Fading: Why Threads’ Rise Isn’t About Elon Musk’s Controversies
Despite a relentless stream of headline-grabbing changes and controversies since Elon Musk’s acquisition, the narrative around X’s declining user base is surprisingly… incomplete. While many assume the platform is hemorrhaging users *because* of decisions like reinstating banned accounts or the Grok AI debacle, the data tells a different story. The real shift isn’t about what’s happening on X, but about where users are going – and it’s increasingly towards Meta’s Threads.
Threads Overtakes X: A Mobile-First Revolution
The numbers are stark. As of January 7, 2026, Similarweb data reveals Threads boasts 141.5 million daily active users globally, surpassing X’s 125 million (via TechCrunch). This milestone, first achieved in September 2025, isn’t a temporary blip. Threads’ growth is fueled by a simple, yet powerful, advantage: a superior mobile experience. X’s user count peaked in 2024, and the subsequent decline correlates directly with the rise of more user-friendly alternatives.
Beyond User Counts: The Web Traffic Disconnect
However, focusing solely on daily active users paints an incomplete picture. X retains a significantly higher volume of daily web visits – 145.4 million on January 13, compared to Threads’ 8.5 million. This suggests X remains a crucial destination for news consumption and real-time information, particularly for those who prefer accessing social media via desktop. The key takeaway isn’t that X is losing popularity outright, but that its strength lies in its web presence while Threads dominates the mobile landscape.
The Threads Advantage: Feature Parity and Meta’s Ecosystem
Threads’ initial success wasn’t just about capitalizing on X’s turmoil. Meta rapidly addressed early criticisms by adding essential features that were conspicuously absent at launch. A media gallery, post archiving, keyword search, and a Following tab – all now standard – transformed Threads from a bare-bones offering into a fully-fledged social platform. Crucially, Meta leverages its existing network, aggressively cross-promoting Threads alongside Facebook and Instagram, further accelerating its adoption.
The Looming Threat of Ads: A Turning Point for Threads?
Interestingly, the tide may be turning even for Threads. On January 21, 2026, Meta announced the rollout of ads to all global Threads users. While initially limited, this signals a shift away from the ad-free experience that initially attracted users. This move, while potentially detrimental to user experience, could have significant implications for X.
Advertisers Fleeing X: A Financial Crisis?
X’s revenue model relies heavily on advertising, but the platform has faced an exodus of advertisers since Musk’s takeover. Concerns about ads appearing alongside extremist content have led many brands to pause or halt their spending on X. Threads, positioned as a “safer” advertising environment with promises of third-party audits, is becoming an increasingly attractive alternative. A continued drain of advertisers could force X to rely more heavily on subscription revenue, potentially limiting its accessibility and growth.
The Future of Social Media: A Fragmented Landscape
The social media landscape is becoming increasingly fragmented. While Threads currently holds the upper hand in mobile engagement, X’s robust web presence provides a crucial lifeline. Bluesky, another X competitor, has also carved out a niche, demonstrating a demand for alternative platforms. The question isn’t simply whether Threads will surpass X, but whether Meta will attempt to replicate Threads’ success on the web.
The coming months will be critical. If X can leverage its web traffic to attract new mobile users, or successfully navigate the advertising crisis, it may yet stabilize. However, the current trajectory suggests a future where social media dominance is no longer a zero-sum game, but a battle for attention across multiple platforms. What are your predictions for the future of social media? Share your thoughts in the comments below!
