Newcomer Threads, launched by Meta to compete with Twitter, has lost steam and is facing a decline in active users and engagement just two weeks after opening to the public. The data comes from estimates by the company Sensor Tower, revealed by the newspaper “The Wall Street Journal”.

According to the report, the platform’s engagement fell by 70%, compared to the peak recorded on July 7. Currently, there are around 13 million active users.

The average time spent on the platform also decreased, from 19 to 4 minutes. In the United States, for Android users, the peak was 21 minutes on launch day, July 5.

Meanwhile, Twitter has 200 million daily active users, with an average time spent on the social network of 30 minutes per day, according to Sensor Tower.

To the Wall Street Journal, Meta said it expected a decline once the app hits 100 million registered users. The company said it does not view the drop with concern and is working to launch new features for Threads.

Billed as a space for “real-time updates and public conversations,” Threads is a lot like platforms like Twitter, Bluesky, and Mastodon.

It supports posts of up to 500 characters, as well as links, photos, and videos up to 5 minutes long. You can also like, comment and share what other people have posted.

One difference from Twitter is that Threads does not have a trending topics area, which displays the most discussed topics on the network. According to Meta, this feature will be released in the future.

Another limitation is that the social network does not yet allow the use of hashtags or keyword searches, which could pose difficulties for future advertisers.

Currently, Threads is ad-free. Meta owner Mark Zuckerberg said he plans to monetize the platform when it is on track to reach 1 billion users.