Nobody wins the war: Aussies reject both X and Threads

September 26, 2023 10:51

Twitter’s rebrand to X and Meta’s introduction of Threads might have dominated headlines in July, but new data from Tracksuit shows the platforms have struggled to resonate with Australians users.

By the end of its launch weekend, Meta’s Threads platform had more than 100 million users worldwide. But the honeymoon ended quickly: less than 5% of Australians are actively using it.

Compare that with Meta’s other platforms Facebook and Instagram, which remain the most popular social media in Australia, at 77% and 51% usage in the last 12 months, respectively.

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Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.