MMM: Threads One Year Anniversary; July 4th Advertising Trends for Top Home & Garden Retailers

Key Takeaways:

• The addition of new features and an EU expansion have driven material user growth for Threads nearly one year post-launch. Per ST data, Threads global DAUs in 2Q24 were up 182% vs 3Q23 (when the app launched) vs +84% for Bluesky as the app expanded its invite-only list; X and Mastodon DAUs fell 10% and 30%, respectively. However, Threads still lags X in terms of overall user base size as X had ~168mn global DAUs in 2Q24, more than 4x that of Threads and more than 10x that of Bluesky and Mastodon

  • X continues to eclipse Threads both in the size of its user base and its sheer levels of user engagement. Per ST data, X users opened the app an average of 15 days/month in 2Q24, more than double that of Threads through the same period. Additionally, X users spent 32 mins/day and registered 14 sessions/day on the app in 2Q24, compared to 7 mins/day and 3 sessions/day for Threads users

• By filtering the shopping category in ST for July 4th holiday keywords, the home & garden category accounted for 70% of spend in conjunction with the summer holiday over the past 30 days

  • Within the home & garden category, the top products by US ad spend included mattresses with 35% of spend, followed by home goods & furniture (25%) and major domestic appliances (18%)

• The home & garden category leveraged OTT, YouTube and Facebook as its top digital channels for Fourth of July promotions, accounting for 60%, 15% and 10% of spend, respectively. Approximately 65% of total US ad spend in the category was from Mattress Firm, Home Depot, Rooms to Go, Tempur Sealy and American Signature

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