X vs Threads: Battle of the Microblogging Platforms in 2025

The social media landscape continues to evolve in 2025, with X (formerly Twitter) and Meta’s Threads locked in an interesting battle for users’ attention. I’ve been following both platforms closely, and the April 2025 statistics reveal some fascinating insights about where each stands and where they might be headed.

Let’s start with the raw numbers:

X (formerly Twitter):

• Monthly Active Users (MAU): 586-611 million
• Daily Active Users (DAU): 259.4 million
• Monetizable DAU: 237.8 million
• Unique Monthly Visitors: 951 million

Threads:

• Monthly Active Users (MAU): 350 million
• Daily Active Users (DAU): ~100 million
• Total App Downloads: 265+ million

X clearly maintains a significant lead in terms of raw user numbers, with nearly twice the monthly active users of Threads. However, what’s particularly interesting is the growth trajectory. Threads added 30 million users in Q1 2025 alone, accelerating from 20 million new users in Q4 2024. Meanwhile, X’s global ad reach actually declined by 5.3% (33 million users) between January 2024 and January 2025.

I remember when Threads launched in July 2023, many industry watchers (myself included) weren’t sure if it would stick. Now with 350 million MAU in less than two years, that question has been decisively answered.

Who’s Using These Platforms?

The demographic breakdown provides some interesting insights:

X (formerly Twitter):

• Largest Age Group: 25-34 (36-38%)
• Users Under 35: 58%
• Gender Split: 61% male / 39% female

Threads:

• Largest Age Group: 25-34 (29%)
• Second Largest: 18-24 (20.4%)
• Growing international reach

Both platforms appeal strongly to the 25-34 age bracket, though X seems to have a slightly stronger hold on this demographic. X also skews noticeably male, which might represent an opportunity for Threads to capture more female users.

What’s not captured in these statistics, but I’ve noticed anecdotally, is that the user bases seem to have somewhat different vibes. X still dominates for breaking news and political discourse, while Threads has developed a reputation for slightly more casual, community-focused interactions.

Engagement Metrics: Time Spent and Activity

Looking at how users actually engage with these platforms:

X (formerly Twitter):

• Average Daily Time per User: 32-34 minutes
• Total Daily Minutes Spent: 7.8 billion
• Only 10% of users generate 92% of all tweets
• X Premium users spend 3x longer on platform

Threads:

• Engagement increased by 35% in Q1 2025
• Growing daily active user base, now at ~100 million

X users spend a significant amount of time on the platform, but the fact that only 10% generate 92% of content reveals a platform where most users are passive consumers rather than active participants. This is one area where Threads might have room to differentiate by fostering more widespread participation.

The 35% increase in Threads engagement during Q1 2025 is particularly noteworthy. This suggests Meta’s algorithm adjustments and feature additions are successfully making the platform more sticky.

Financial Picture

The financial metrics show a stark contrast between a mature platform and one still developing its business model:

X (formerly Twitter):

• Company Valuation (Mar 2025): $44 billion
• Projected U.S. ad revenue growth for 2025: $1.31 billion (Emarketer)

Threads:

• Not yet separately monetized from Instagram
• Part of Meta’s broader ecosystem

X’s established revenue streams give it a clear advantage in terms of sustainability. However, being part of Meta’s ecosystem means Threads doesn’t face the same immediate pressure to monetize, allowing it to focus on growth and user experience for now.

Traffic and Growth Indicators

Some interesting patterns emerge when looking at traffic and growth:

X (formerly Twitter):

• 4.83 billion visits in February 2025
• Mobile: 55% of visits / Desktop: 45%
• Daily sign-ups: 1.5 million
• Average likes per post dropped from 37.8 (2023) to 31.4 (2024)

Threads:

• Gained 30 million users in Q1 2025
• Monthly download rate: 26-28 million in early 2024
• Continued user growth trajectory

X maintains impressive traffic numbers, but the declining engagement metrics (like the drop in average likes per post) might be cause for concern. Meanwhile, Threads’ consistent user growth suggests it’s still finding new audiences.

The 1.5 million daily sign-ups for X is impressive, though it would be interesting to know retention rates for these new users.

Platform Features and Tools

Both platforms have been evolving their feature sets:

X (formerly Twitter):

• Vertical video gaining traction with 100+ million daily users
• X Premium offering enhanced features
• 79% of users follow at least one brand

Threads:

• Introduced native analytics (Threads Insights) in August 2024
• Expanded metrics added in January 2025
• Third-party tools now available (Hootsuite, Threads Dashboard)

X has been expanding its video capabilities, while Threads has been focusing on building out the analytical tools that marketers and creators need. The fact that 79% of X users follow at least one brand highlights its continued importance for business marketing.

What This Means for the Future

Looking at these statistics holistically, I see a few key trends emerging:

1. The gap is narrowing – While X maintains a significant lead, Threads’ growth rate suggests the gap will continue to close through 2025.
2. Different usage patterns are emerging – X remains a go-to for news and real-time events, while Threads seems to be capturing more casual, community-oriented interactions.
3. Engagement quality matters – X’s concentration of content creation among just 10% of users could be a vulnerability if Threads can foster more widespread participation.
4. The monetization question looms for Threads – As Threads continues to grow, Meta will eventually need to implement more robust monetization, which could affect user experience.
5. Both platforms face competition beyond each other – While they battle each other, both must contend with TikTok’s continued dominance and emerging platforms targeting specific niches.

My Take

Having watched these platforms evolve over the past two years, I think we’re seeing something more nuanced than a simple winner-takes-all competition. X and Threads seem to be developing distinct personalities and use cases, despite their superficial similarities.

X’s challenge will be maintaining its core user base while addressing declining engagement metrics. Threads, meanwhile, needs to continue differentiating beyond just being “X without the drama” and develop a clearer identity of its own.

For marketers and content creators, the smart play remains maintaining a presence on both platforms while tailoring content to each platform’s unique audience and vibe. The days of simply cross-posting identical content are definitely behind us.