(TJV NEWS) In recent days, corporate media have been praising Mark Zuckerberg’s new social network called “Threads,” touting it as a potential rival to Twitter and even predicting the downfall of Elon Musk’s free-speech platform.

Threads, developed by Meta Platforms and resembling Twitter in many ways, was launched on July 5 and quickly amassed over a hundred million users within the first five days.

Numerous news outlets, including The New York Times, NPR News, and CBS News, joined the chorus of excitement surrounding Threads. They published articles with titles like “Threads, Instagram’s ‘Twitter Killer,’ Has Arrived” and “Meta’s ‘Twitter killer’ app Threads is here – and you can get a cheat code to download it.” This media frenzy seemed coordinated and driven by the progressive corporate media, aiming to persuade the masses that Twitter’s reign was over and Threads was the new place to be.

However, despite these efforts, recent data reported by CNBC suggests that Threads is experiencing a decline in growth and user engagement. According to SensorTower and SimilarWeb, the social media platform has witnessed a significant drop in user activity since its launch. Specifically, daily active users decreased by 20% from Saturday to Tuesday and Wednesday, and the average time spent on the platform plummeted by 50%, from 20 minutes to just 10 minutes within the same period.

Sensor Tower’s Anthony Bartolacci commented on these findings, stating that the initial excitement during the app’s launch did not translate into sustained user engagement, indicating a challenging road ahead for Threads to establish itself as a regular social networking routine for most users. SimilarWeb’s data further supported this trend, showing a 25% decline in daily active users between Threads’ peak on July 7 and Monday for Android users worldwide. Additionally, the time spent on the app decreased from 20 minutes on July 6 to a mere 8 minutes on Monday.

David Carr, senior insights manager at Similarweb, noted that although there was initially significant interest in trying out Threads, not all users developed a habit of visiting the app as frequently as they do with other social media applications.

In an examination of Bloomberg data, it became evident that legacy media engaged in a media blitz targeting Elon Musk. The number of news stories featuring the keywords “Twitter Killer” surged during the launch of Threads and in the days that followed, suggesting a concerted effort to undermine Musk’s platform.

Overall, despite the enthusiastic promotion by corporate media, Threads has not been able to sustain its initial momentum, experiencing a decline in user engagement and growth shortly after its launch.