Threads, Meta's alternative to Musk's X (former Twitter), is unable to retain users or attract new ones as it had when it launched in July.
Threads is currently ranking close to the bottom of popular social media apps, ahead of Tumblr, according to Insider Intelligence's first Threads forecast.
According to the forecast, Threads is expected to have 23.7 million U.S. users in 2023, unlike Facebook, Instagram, and TikTok with over 100 million users.
The analysis indicates that Threads might have less than half of X's user base, and this low-ranking trend might continue through 2025.
It was initially welcomed because it offered a mainstream alternative to Twitter which lost appeal after the changes introduced to it by Musk.
There is still a chance of improving its user base if X, previously known as Twitter, becomes a subscription-based platform as Musk announced recently.
But to sustain its user base and improve advertising, Threads may also need a more developed analytics tool and differentiate itself from Instagram and X.
Currently, Threads has a desktop version and search tool, and new features are constantly being introduced to improve its appeal.