Meta’s Threads Loses More Than 50% of Users

Executives at Meta Platforms are putting a lot of effort towards increasing Threads user retention after the app lost more than half of its users in the weeks following its buzzy launch, CEO Mark Zuckerberg told employees.

Retention of users on the text-based app was better than executives had expected, though it was "not perfect," said Zuckerberg, speaking at an internal company town hall, the audio of which was heard by Reuters.

"Obviously, if you have more than 100 million people sign up, ideally it would be awesome if all of them or even half of them stuck around. We're not there yet," he said.

Zuckerberg added that this drop-off is "normal" and expected retention to grow as the company adds more features to the app, including a desktop version and search functionality.