Threads, the social network, has expanded its presence into the European Union. The announcement came as a coordinated move by the American tech giant Meta, the parent of Facebook and Instagram, confirming the rollout of the platform across EU countries five months after it opened in other regions worldwide.
Zuckerberg and Musk: Could Threads kill Twitter?
This strategic expansion allows Meta to reach a market of roughly 448 million people. Mark Zuckerberg, Meta’s co-founder and chief executive, welcomed the new audience in a live broadcast, outlining the company’s intention to offer a seamless bridge between its services. European users will be able to create a Threads profile and may link it to an existing Instagram account. They can also view Threads content without registering, while those with an Instagram account will have the ability to post content and engage with others within Threads.
delay in europe
Meta initially launched Threads on July 4 in more than 100 countries, including the United States, but not yet in the EU. Access through private VPNs was blocked in some regions. The delay was partly attributed to the need to comply with privacy and data handling rules that govern European operations, particularly those centered on advertising practices and user tracking, a concern addressed by the European Union’s General Data Protection Regulation (GDPR).
In a recent briefing, Instagram head Adam Mosseri cited the complexity of aligning with evolving European laws as a key factor behind the delay. The conversation referenced a forthcoming regulatory framework known as the Digital Markets Act (DMA), which aims to curb anti-competitive behavior by large tech platforms and is set to take effect in the near future. Companies failing to comply risk substantial penalties that could reach into the billions of dollars.
The tight integration between Threads and Instagram has prompted questions about potential DMA implications, especially regarding the mixing of user data across services. Meta has prepared the Threads launch by leveraging links to Instagram, yet the requirement to hold an Instagram account to participate in Threads could raise concerns about user choice under the DMA’s provisions.
Twitter Rival
Meta positioned Threads as an alternative to X, the platform formerly known for its high-profile excitement. The changes implemented by its owner, Elon Musk, have been a focal point in recent months, with advertisers and users signaling shifts in engagement metrics. Zuckerberg appears to be pursuing a larger slice of the market by capitalizing on a period when Musk’s platform has experienced churn in advertising and user activity.
Nevertheless, Mosseri asserted that Threads would avoid focusing on hard news and instead offer a more relaxed, friendly version of microblogging where topics such as music and sports can thrive in a casual atmosphere.
Threads, Meta’s Twitter, starts with problems with downloads
Initial expectations for Threads centered on rapid adoption. In the first five days, the platform reportedly surpassed 100 million registered users, a milestone that marked Threads as the fastest-growing app in history and a notable challenger to established networks. Over time, however, growth slowed. By late July, daily active users had declined significantly, according to Sensor Tower data, and as of early August, the platform reportedly retained a small, but growing, user base. Independent analytics firms have offered varying interpretations, with some noting a higher momentum in the number of registrations and downloads in subsequent months, signaling a nuanced recovery trajectory for the app.