Threads Is Growing Faster Than X and Bluesky

In the real-time social media landscape, the balance of power is shifting. Platforms like Threads (Meta’s Twitter-like app) have experienced explosive growth, challenging incumbents like X (formerly Twitter) and newcomers like Bluesky. Marketers, journalists, and business leaders are watching closely — and for good reason. Real-time platforms are key channels for breaking news, customer engagement, and brand conversations. As Threads’ user base soars past Bluesky’s and inches closer to X’s massive scale, the stakes are high for anyone relying on these networks for content distribution and audience reach.

Threads’ Growth Gains Momentum

Threads has quickly gone from newcomer to major player. Launched in July 2023, Threads gained an early surge of sign-ups by leveraging Instagram’s user base. After an initial plateau, its growth has re-accelerated in recent months. As of early 2025, Threads boasts around 320 million monthly active users – and climbing. In fact, Threads added roughly 200 million users in the last year alone, a growth spurt far outpacing its rivals. This trajectory suggests Threads could exceed 400 million users by the end of 2025 if momentum holds.

Such rapid growth is a strong signal that Threads is here to stay. For brands and newsrooms, Threads’ expanding audience presents a fresh opportunity to reach users who may be drifting away from X or looking for alternative communities. Meta has been steadily improving Threads (e.g. introducing a web version and trending topics like sports) to boost real-time engagement. The result is a platform that, while still evolving, is increasingly viable as a mainstream channel.

If you haven’t yet built a presence on Threads, now is the time. Early adopters are capitalizing on the higher engagement rates – Threads posts are seeing on average 73.6% higher engagement per post than on X. This strong interaction signals that Threads’ users are highly engaged, a promising trend for those looking to build active communities.

While Threads is not yet as large as X, the gap is closing. It’s unlikely to catch up to X’s user count in 2025 without extraordinary acceleration, but projections suggest Threads could exceed X’s monthly user counts by the end of next year.

X’s Slowing Growth and Uncertain Metrics

Meanwhile, X remains large but is clearly showing signs of slowdown. The platform currently claims around 600 million active users, but growth has plateaued: it added only about 50 million users in the past year, compared to Threads’ 200 million. Some markets are seeing dips in daily active usage.

Complicating matters, X’s reported user figures are often inconsistent. Elon Musk and X executives have provided different metrics at different times, making it difficult to know how large and active X's user base actually is.

X still has powerful reach for news, sports, and political conversations. But you should focus on your real-world analytics, not headline numbers. If engagement is slipping, consider reallocating some of your efforts toward newer platforms like Threads.

Bluesky’s Niche Growth and Waning Hype

And what about Bluesky?

Bluesky captured early attention, but its momentum has slowed. After growing from 5 million to 35 million users last year, Bluesky’s pace has tapered significantly in 2025.

While it remains a vibrant niche community for journalists, tech aficionados, and decentralized web advocates, Bluesky’s current scale is a fraction of Threads or X. The platform’s smaller network effects limit the viral reach and engagement brands and media organizations typically seek.

Here’s how to navigate this shifting landscape:

• Invest thoughtfully in Threads: It’s gaining users rapidly and engagement rates are high. Build a presence and engage authentically while the platform is still growing.
• Maintain a calibrated X presence: X remains critical for certain audiences, but growth is stalling. Monitor your own metrics closely.
• Treat Bluesky as an experimental space: Valuable for niche communities, but not (yet) a major audience driver.
• Diversify your content strategy: Spread your messaging across multiple platforms to hedge against volatility.
• Prioritize real engagement: Regardless of platform, authentic interaction will always outperform chasing vanity metrics.

Real-time social media is evolving faster than ever. Threads is emerging as a major player, while X’s dominance wanes and Bluesky carves out a smaller, engaged niche. For marketers, publishers, and entrepreneurs, success will come from staying agile, diversifying outreach, and following your audiences as they move across platforms.