Meta, the parent company of Facebook and Instagram, has officially launched its social media platform, Threads, in Europe. This move opens up the app to approximately 448 million residents of the European Union. The launch in Europe comes after Threads’ initial introduction earlier this year in the U.S. and over 100 countries, including the United Kingdom.
Meta’s CEO, Mark Zuckerberg, shared the announcement on the platform, stating, “Today we’re opening Threads to more countries in Europe. Welcome everyone.” The expansion into the European market is a significant step for Threads, considering the potential user base within the region.
Initially, Threads was not made available in EU member countries due to the stringent regulations imposed by the regional governing bloc, particularly the Digital Markets Act rules implemented last year. The entry into the EU also brings with it the possibility of regulatory scrutiny, especially concerning Threads’ connection to Instagram. To create a Threads account, users are required to have an Instagram account, potentially raising questions about data and privacy.
In response to these concerns, Meta is offering EU-based users the option to either create a Threads account linked to an Instagram account or simply browse the platform for reading and sharing content without creating an account. This flexibility aims to address potential regulatory issues and offer users more choice in how they engage with the platform.
Threads gained significant traction following its July launch, experiencing a surge in users during Elon Musk’s rebranding of Twitter to X, the platform Threads positioned itself against. Mark Zuckerberg revealed this fall that Threads had “just under 100 million monthly active” users and set an ambitious goal to reach 1 billion users within the next few years.
Despite the initial success, Threads faced challenges retaining its user base in the weeks following its launch. According to third-party data providers, there was a notable drop in users, with Similarweb reporting a 50% decline after one week and Sensor Tower noting a 75% decrease in daily active users in August.
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