Threads came as an X alternative when Meta launched its text-based social platform in July 2023, directly challenging Elon Musk’s transformed Twitter empire. What started as a bold move to capitalize on X’s turbulent changes has evolved into one of the most significant social media rivalries of our time.
The Genesis
When Elon Musk acquired Twitter for $44 billion in October 2022, his aggressive changes—from mass layoffs to content moderation overhauls—created an opening in the market. Meta seized this moment, launching Threads as Instagram’s text-based companion app, promising a “sanely run” alternative to the increasingly chaotic X landscape.
The timing was strategic. As X faced its largest user exodus since Musk’s takeover, Threads positioned itself as the safe harbor for users seeking familiar social media experiences without the drama.
User Base: The Numbers Game
Current Statistics (2024-2025)
Threads:
- 400+ million monthly active users (as of August 2025)
- 115+ million daily active users
- 127.8% year-over-year growth in daily users
- Reached 350 million MAUs by Q1 2025
X (Twitter):
- 600 million monthly active users(according to Musk)
- 349 million verified monthly active users(third-party estimates)
- Declining user base with projected loss of 7 million MAUs from 2022-2025
The gap is closing rapidly. Threads is nearing X’s daily app users, with some analysts predicting Threads could surpass X in daily active users by late 2025.
Platform Features: Different Philosophies
Content Creation
Threads:
- 500-character limit (nearly double X’s standard)
- Support for photos, videos, links, GIFs, and polls
- No post editing (major limitation)
- Emphasis on longer-form, thoughtful content
X:
- 280-character limit for free users
- 25,000+ characters for Premium subscribers
- Post editing (up to 30 minutes for Premium users)
- Focus on real-time, rapid-fire updates
Threads’ 500-character limit enables more detailed storytelling, while X thrives on concise, immediate reactions and trending topics.
Engagement and Discovery
X:
- Offers both algorithmic and chronological feeds
- Trending topics prominently featured
- Advanced search capabilities
- Real-time conversation threading
Threads:
- Primarily algorithmic feed based on relationships
- 73.6% higher engagement rates than X according to Buffer
- Focus on personal interactions over trending topics
- Limited search functionality
Monetization: Two Different Approaches
X’s Revenue Strategy
- X Premium subscriptions: $8/month (Premium), $16/month (Premium+)
- Creator revenue sharing from ad performance
- Blue checkmark monetization
- Advertising revenue (though declining under Musk)
Threads’ Monetization Journey
- Currently ad-free (as of 2024)
- Meta planned to introduce ads in early 2025
- Testing video ads to boost monetization
- No direct creator monetization yet available
Related: June 2025 Google Update: Experts Opinion
The Engagement Quality Revolution
Session Length: The Game-Changer
Sheel Mohnot’s data reveals something revolutionary:
- Threads: 190 seconds (3.17 minutes) per session
- X: 150 seconds (2.5 minutes) per session
This 27% longer session duration on Threads is massive for several reasons:
- Higher Quality Engagement: Users aren’t just scrolling—they’re actually reading and engaging
- Better Algorithm Performance: Longer sessions suggest content is more relevant and engaging
- Advertiser Value: When ads eventually roll out, longer sessions = higher ad revenue potential
The Numbers Behind the Sessions
X (Twitter):
- 144.20M Daily Active Users (DAU)
- 941.41M Monthly Active Users (MAU)
- 7.3 sessions per user
- Only 150-second session length
Threads:
- 111.33M DAU (catching up fast!)
- 439.53M MAU
- 6.6 sessions per user
- 190-second session length (the key differentiator)
Algorithm Superiority in Action
Heisenberg’s side-by-side comparison shows why Threads’ algorithm is superior:
Threads (Left): Clean, focused content delivery – the Apple video gets prominent, uncluttered display
X (Right): The same content competes with interface clutter, multiple UI elements, and distractions
This visual perfectly demonstrates what I mentioned in the original analysis about Threads focusing on content quality over rapid-fire updates.
Related: Instagram Rolls Out a Repost Feature Update
Community Conversations: The Real Pulse
The X screenshots reveals organic community discussions about the platform battle:
Key Themes Emerging:
- “Threads will kill Twitter by 2026” – Bold predictions gaining traction
- Value preferences on Threads – Users prioritizing “real connections” over vanity metrics
- Growth-focused mindset – “Threads is the place to grow” sentiment
- Platform comparison fatigue – The crying emoji suggests users are tired of the endless debate
What This Data Really Means
The Session Length Revolution
The 190 vs 150 seconds difference is actually huge in social media terms:
- 27% more engagement time per session
- Higher content completion rates
- Better user satisfaction (longer sessions = finding value)
- Future monetization advantage when ads launch
Quality vs Quantity Shift
These screenshots show we’re witnessing a fundamental shift in social media consumption:
Old Model (X):
- Quick hits, rapid scrolling
- High session frequency, short duration
- News-driven, reactive engagement
New Model (Threads):
- Deeper engagement, longer reading
- Quality content consumption
- Relationship-driven, proactive interaction
X’s Challenge:
- Shorter attention spans despite higher frequency
- Interface clutter reducing content impact
- Declining session quality even with established user base
Technical Performance
Threads:
- Stable performance with minimal downtime
- Seamless Instagram integration
- Limited third-party app support
- Missing features like hashtags and direct messaging
X:
- Frequent technical issues and outages
- API restrictions limiting third-party apps
- Advanced features for power users
- Established ecosystem of tools and integrations
The Business Perspective: Why This Matters
For Brands and Marketers
Threads Advantages:
- Higher engagement rates (73.6% better than X)
- Less saturated with advertising content
- Younger, Instagram-native audience
- Integration with Meta’s advertising ecosystem
X Advantages:
- Established creator economy
- Real-time news and trending topics
- More sophisticated targeting options
- Direct monetization for creators
For Content Creators
The creator landscape shows stark differences. X offers immediate monetization through its Premium features and revenue sharing, while Threads focuses on building authentic communities without direct financial incentives yet.
The Road Ahead: 2025 and Beyond
Threads’ Trajectory
- Aggressive user growth (400M+ MAUs and climbing)
- Ad monetization rollout planned for 2025
- Feature development catching up to X’s capabilities
- Global expansion in untapped markets
X’s Challenges
- User base stagnation or decline
- Advertiser exodus due to content concerns
- Competition pressure from multiple platforms
- Technical debt from rapid changes
The Verdict: Different Platforms for Different Needs
Rather than declaring a winner, the Threads vs X battle represents a fundamental split in social media philosophy:
Choose Threads if you want:
- Calmer, more personal social interactions
- Instagram-style content with text focus
- Higher engagement rates
- Ad-free experience (for now)
Choose X if you need:
- Real-time news and trending topics
- Robust creator monetization
- Advanced features and customization
- Immediate, rapid-fire conversations
The Future of Text-Based Social Media
This rivalry is reshaping how we think about online discourse. Threads’ rapid growth demonstrates users’ appetite for alternatives to X’s chaos. Meanwhile, X’s transformation into a “everything app” vision shows Musk’s ambition beyond traditional social media.
The ultimate winner might not be determined by user numbers alone, but by which platform better serves its community’s evolving needs. As we move into 2025, both platforms face critical decisions about monetization, feature development, and maintaining user trust.
What’s your take? Are you Team Threads or Team X? The choice might say more about your social media preferences than you think.
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Victoria Alabi is an SEO specialist with a focus on B2B, fintech, and SaaS brands. She combines deep technical expertise with a passion for content strategy to help businesses grow their online visibility and drive meaningful traffic.
A dedicated tech enthusiast, Victoria is especially passionate about the evolving world of AI and how it intersects with digital marketing.
When she’s not optimizing websites or crafting compelling content, she’s likely exploring new places, indulging her love for travel and global adventure.
