Threads has 150M monthly users, 50% of Instagram time spent is on Reels

Meta shared some stats on the 3.24 billion people using its family of apps daily, a total that is up 7% year over year.

Threads has become a true X/Twitter competitor with 150 million active monthly users. Multiple music marketers tell us they’ve added Threads to their social mix with worthwhile results.

“On Instagram, Reels and video continue to drive engagement with Reels alone now making up 50% of the time that’s spent within the app,” said CEO Mark Zuckerburg during this week’s earnings call.

“And, of course, my daughters would want me to mention that Taylor Swift is now on Threads,” he added.

Bruce Houghton is the Founder and Editor of Hypebot, a Senior Advisor at Bandsintown, President of the Skyline Artists Agency, and a Berklee College Of Music professor.