Despite a growing narrative of an “exodus” from X (formerly Twitter) to Meta’s Threads, the data suggests otherwise. Dubbed “The X Exodus That Wasn’t,” this wave of user departures, largely discussed on Threads itself, appears more like a ripple than a tsunami. Users have been reporting increased activity on Threads, attributing this shift to Elon Musk’s controversial political comments, particularly his recent remarks on U.K. unrest. However, when digging into the numbers, the supposed mass departure seems to be more perception than reality.
Threads, which launched in 2023 as a text-based alternative to X, has indeed seen growth, recently surpassing 200 million monthly active users. Yet, third-party data from platforms like Sensor Tower and Similarweb show no significant increase in user activity or app downloads tied to the exodus narrative. In fact, X itself has seen slight growth in global daily active users, with a 2% rise from July to August 2024 .
The discrepancy between the perception of mass departures and the actual data might be partly due to Threads’ algorithm, which amplifies posts related to leaving X, creating a feedback loop that feels larger than it is. Additionally, some users who initially left X may have returned to Threads after an extended break, further fueling the exodus story without triggering new app downloads .
Ultimately, while Threads has attracted attention and continues to grow, the rumored mass migration from X remains largely anecdotal. As both platforms adapt to their evolving user bases, competition for attention will remain fierce, with decentralized platforms like Mastodon and emerging players such as Bluesky and Spoutible also vying for former X users. The real story will unfold over time as these platforms jockey for position in a shifting social media landscape.
