Interest among Russian users in Meta’s competing Twitter-style platform Threads waned soon after it became available for download, according to a briefing from MTS analysts reported by DEA News. The assessment relied on an anonymized traffic database and counts of new app users to gauge early traction.
The analysis covered activity beginning on July 6. It shows that on July 7, downloads rose about 2.5 times, while overall app traffic surged roughly 8.5 times. However, that same day saw a 35% drop in the number of active users and a near-triple decline in mobile traffic. Daily user engagement for Threads then fell by about 28% in the subsequent period. The dataset and commentary indicate that a large share of early Threads users in Russia were women.
Earlier reports noted that Meta restricted access to Threads for European users under strict privacy regulations in the European Union, even when VPNs were used to circumvent regional blocks. These regulatory dynamics may have shaped early usage patterns across the region.
In the broader context, the Russia-specific uptake appears sensitive to regulatory environments, platform politics, and user privacy concerns. Analysts emphasize that short-term traffic spikes do not necessarily translate into sustained user growth, especially when external factors such as access controls, regional policy, and platform reputation come into play. The evolving status of social apps in Russia and neighboring markets remains a focal point for observers tracking global competition among social networks.
From a market perspective, the volatility illustrated by Threads in this market underscores the importance of understanding how regulatory frameworks, platform accessibility, and user trust can influence adoption curves. As Threads and similar services expand to new regions, stakeholders will continue to watch metrics such as anonymized traffic, unique downloads, daily active users, and geographic distribution to gauge real-world engagement. With ongoing policy developments and shifting consumer attitudes, the near-term trajectory may hinge on how well the service aligns with privacy expectations and local digital landscapes, rather than on initial download momentum alone. (Attribution: DEA News)