Threads overtakes X on mobile
Meta’s Threads now sees more daily mobile users than X. What’s fueling the shift, and how should brands respond?
Meta’s Threads has just crossed a new milestone that marketers shouldn’t ignore. It now boasts more daily mobile users than Elon Musk’s X. According to new data from market intelligence firm SimilarWeb, Threads reached 141.5 million daily active users on iOS and Android as of January 7, 2026, compared to X’s 125 million on mobile devices.
X, once the default for real-time social media, is facing growing competition. While it continues to lead in web traffic, its dominance is slipping. Threads, built on Meta’s powerful distribution machine, is shaping up as a serious rival, especially for users glued to their phones.
This article explores what’s driving Threads’ rise, why it’s not just a reaction to controversy on X, and what marketers should be doing in response.
Short on time?
Here’s a table of contents for quick access:
- What the new data shows
- Why Threads is growing (and it's not just X's drama)
- What marketers should know
Patrecia Meliana
What the new data shows
SimilarWeb’s report indicates that Threads saw a steady rise in mobile users over the past several months, finally overtaking X’s mobile daily active user count on January 7. While Meta claimed 150 million daily active users back in October 2025, the company had already reported in August that Threads surpassed 400 million monthly active users. That figure underscores the platform’s overall reach, beyond just day-to-day usage.
To be clear, X still commands a much larger audience on the web. It sees about 145.4 million daily web visits compared to Threads’ 8.5 million across Threads.com and Threads.net combined. But mobile-first behavior is where growth is happening, and that’s where Threads is now winning.
Geographically, X still has the upper hand in the U.S., though that lead is narrowing. According to SimilarWeb, X now has half as many U.S. daily active users as it did a year ago.
Why Threads is growing (and it's not just X's drama)
Yes, X has its share of issues. The platform’s latest scandal — users using Grok, its integrated AI tool, to create non-consensual deepfake nudes — has triggered investigations in the U.S., EU, India, and beyond. Those headlines have sparked short-term boosts for rivals like Bluesky.
But Threads' growth isn’t just about X faltering. It’s also about Meta executing a familiar playbook: cross-promotion and feature velocity.
Threads is frequently promoted within Facebook and Instagram, where Meta already commands the attention of billions. That built-in audience gives Threads a strong onboarding funnel. Beyond traffic, Meta has been steadily rolling out features aimed at creators and communities, including DMs, filters, long-form text, disappearing posts, and even games.
As a result, Threads is starting to feel less like a Twitter clone and more like its own thing — a hybrid of community forum, microblog, and creator playground.
What marketers should know
If Threads hasn’t been part of your social mix, this shift is a wake-up call. Here are three things B2B and consumer marketers should keep in mind:
1. Threads is becoming a habit app
The sustained rise in daily active users means Threads isn’t a flash-in-the-pan download spike. Users are forming regular posting and consumption habits. For marketers, that’s the signal to start testing organic and paid content strategies on Threads now while competition is still manageable.
2. Don’t ignore Meta’s flywheel
Threads’ rise is a reminder of the power of Meta’s ecosystem. It can drive massive adoption with in-app promotions, API access, and unified ad tools. Marketers already spending on Facebook and Instagram can test Threads with relatively low friction.
3. Web vs. mobile strategy matters
Threads’ weakness on web usage could be a limitation if your audience skews desktop-first. But if your content strategy leans into mobile-first discovery — especially for real-time engagement or creator-led formats — Threads might offer more upside than X right now.
It’s also a sign to watch how user behavior evolves by platform. X might remain stronger for desktop-driven news audiences, while Threads could become the go-to for lighter, mobile-native interactions.
With Threads now edging out X in mobile usage, the platform is no longer just a challenger. It’s part of the main roster. Brands should act accordingly, not only to diversify their presence but also to stay ahead of shifting audience behavior.
Whether it becomes the next core channel or a niche community space depends on what Meta does next. Either way, now’s the time to experiment, observe, and prepare for more fragmentation in the social media landscape.
