Meta’s Mobile Coup The “Town Square” Just Moved

Threads has officially overtaken X in global mobile daily active users (DAUs). This is not a drill; it is the tipping point for the text-based social internet.

The Situation

Similarweb intelligence confirms the flip occurred January 7, 2026. Threads recorded 141.5M mobile DAUs against X’s 125M.

  • Momentum diverges: Threads grew 38% YoY, while X’s mobile user base contracted by ~12%.
  • The Desktop Moat: X retains a lead in web/desktop traffic (~149M daily visits vs. Threads’ ~9M), preserving its status as a workspace tool for journalists and power users.
  • Financial Reality: X’s ad revenue remains depressed at ~$2.5B (down from $4.4B pre-acquisition), while Meta prepares to activate ads on a user base that has now achieved critical mass.
Why It Matters

1. The “Default” Habit Has Shifted.

Mobile usage is the leading indicator of cultural relevance. When the passive scroll moves to Threads, the cultural center of gravity follows. X is becoming a specialized, desktop-first utility for political combat and breaking news, rather than the mass-market “town square”.

2. Advertiser Safety is No Longer Optional.

Brands have been looking for an excuse to leave X’s volatility without losing reach. Threads now offers that exit ramp: comparable scale with Meta’s brand-safety infrastructure. Expect a rapid repricing of the text-based ad market as budgets migrate to where the “safe” eyeballs are.

3. The Instagram Flywheel is Undefeated.

Meta won by leveraging the Instagram graph to force-feed Threads growth, turning a “cold start” problem into an unfair distribution advantage. This proves that distribution power > first-mover advantage in the modern social era.

Founder Action
  • Audit Your Ad Spend: If your CAC on X has remained stable, stay put—but prepare for inventory degradation. If you are a B2C brand, shift experimental budgets to Threads immediately.
  • ** bifurcate Your Comms:**
  • On X: Post for B2B, journalists, and niche tech circles (desktop users).
  • On Threads: Post for mass consumer reach and brand building (mobile users).
  • Ignore the “Grok” Hype: AI features are not retaining mobile users. Focus your organic strategy on human-centric engagement where the growth is real (Threads).