When Meta launched Threads, it was billed as a 'Twitter-killer' as 100 million signed up within days of launch. But just like other rivals to Twitter, Threads seems to be losing traction.

New data apps tracking firm Sensor Tower indicates the hype has died down and Threads has seen a 20 percent decrease in active users and a 50 percent reduction in time spent on the app, from 20 minutes to 10 minutes.

Twitter had seen about a five percent decrease in traffic right after Threads' launch earlier this month.

Threads aren’t the only Twitter alternative to gain and lose traction. Mastodon saw millions of signups immediately after Elon Musk bought Twitter in a $ 44-billion deal. But since late last year, Mastodon has failed to keep users' interest.

Twitter has built its reputation around live breaking news, making it the go-to platform for millions during events political or entertainment.

Adam Mosseri, head of Instagram and Threads, says on many occasions that Threads has no plan to bolster news and political content.

Also, Twitter allows users to operate anonymously, something that is not possible on Threads due to its direct integration with Instagram. A significant portion of Twitter users remains anonymous, and Threads missed out on this segment of daily active users.

According to app intelligence firm data.ai, Threads had most downloads coming from India (33 percent), followed by Brazil (22 percent) and the US (16 percent).

Group cofounder of content-to-commerce company Good Glamm Group and CEO, Good Media Co, Priyanka Gill says, “The company did observe a dip within two weeks of the platform launching, but since their Instagram user base is already highly engaged, they are using the platform for diversifying content and engaging with audiences in different formats.”