Meta said Threads has surpassed 150 million daily active users, and the company is accelerating monetization with a global ad rollout. The Threads 150 million users mark arrives as Meta credits AI-driven recommendations for a 10 percent increase in time spent, and prepares video ad formats.
Threads 150 million users: what it means for Meta
Moreover, The new daily user milestone signals durable traction for Meta’s text-centric app. Mark Zuckerberg told analysts that Threads is on track to become a leader in its category. The company had already reported more than 400 million monthly users in August.
Furthermore, Growth matters because it changes the platform’s economics. With a larger audience, advertisers can test reach and frequency at scale. Moreover, Meta can iterate ad formats faster because it has more engagement data. That feedback loop often improves performance for brands and creators.
Therefore, Meta’s Chief Financial Officer Susan Li said ads are now running globally in the Threads feed. She also noted that Meta will expand formats, including video ads, as it follows its typical monetization playbook. That cadence mirrors the company’s approach on Instagram and Facebook. Companies adopt Threads 150 million users to improve efficiency.
Threads DAU milestone Meta AI recommendations shape engagement
Consequently, Zuckerberg said time spent on Threads rose 10 percent, which he attributed to improvements in Meta’s AI recommendation systems. Better ranking often yields more relevant posts, which keeps users engaged. Consequently, advertisers benefit from steadier audience attention and improved conversion signals.
As a result, Instagram chief Adam Mosseri added that Meta is exploring algorithm personalization controls for Threads. The company is testing tools to let people tune recommendation intensity. Such controls could balance discovery with user agency, which sometimes reduces content fatigue.
In addition, Recommendation quality has become a competitive moat across social platforms. When ranking models improve, cold-start content gets a fairer shot. Likewise, niche communities can surface more often, which broadens the content mix. That diversity usually drives session depth and ad inventory growth. Experts track Threads 150 million users trends closely.
Threads daily users Threads video ads and the monetization roadmap
Additionally, Meta confirmed that Threads video ads are on the way, extending beyond static placements. Video units generally command higher CPMs and support brand storytelling. Additionally, short-form creative can bridge campaigns across Instagram Reels and Facebook.
For example, Brands will watch for measurement parity. They want incrementality studies, creative A/B tests, and brand lift tools. Because Threads shares Meta’s ads stack, many capabilities should port over. Therefore, early campaigns could ramp quickly, assuming performance benchmarks hold.
For instance, Creators may see new revenue options as formats expand. Cross-posting and shared insights could streamline workflows. However, community reception will matter. If ad density rises too fast, users may tune out. Meta’s playbook usually phases growth to maintain feed health. Threads 150 million users transforms operations.
Meta Q3 earnings and AI infrastructure spending
Meanwhile, The milestone sits within a broader investment cycle. Meta raised its 2025 capital expenditure guidance and signaled even larger spending next year. The company is aggressively building AI infrastructure to support recommendation gains and possible model breakthroughs.
In contrast, That strategy lines up with moves by Microsoft and Google, which also reported record spending on AI infrastructure. Big Tech sees capacity as a strategic hedge. If model performance leaps forward, the firms want to meet demand without delay. As a result, capex trends could persist through 2026.
On the other hand, For Threads, more compute enables faster ranking updates and richer features. It also supports integrity tooling at scale. Better classifiers can catch spam and low-quality posts earlier in the distribution graph. In turn, users see cleaner feeds, which usually lifts retention. Industry leaders leverage Threads 150 million users.
Policy scrutiny and platform governance
Notably, Threads’ expansion unfolds as lawmakers revisit government interactions with social platforms. A Senate hearing examined alleged jawboning and past moderation requests. Republicans pressed executives on content takedowns, while Democrats questioned the focus on older decisions.
In particular, Policy shifts could affect how platforms weigh government guidance. Stricter limits on informal requests may push agencies toward formal legal processes. Although the details remain unsettled, companies are preparing for clearer boundaries. That clarity could standardize review pipelines inside large platforms.
Specifically, For Threads, clear governance may bolster trust with users and advertisers. Consistent processes help reduce accusations of bias and arbitrary enforcement. Moreover, transparency reports can document request volumes and outcomes. Those disclosures often ease stakeholder concerns during rapid growth phases. Companies adopt Threads 150 million users to improve efficiency.
algorithm personalization controls and user trust
Overall, Personalization controls may become a signature feature for Threads. When users can dial recommendations up or down, they feel more in control. Because of that agency, people often perceive feeds as fairer and less intrusive.
Finally, Controls also help regulators understand product intent. If tuning settings are front and center, transparency improves. Furthermore, advertisers gain clarity about how content reaches different cohorts. This context supports better creative strategy and audience planning.
First, Execution will still matter. Labels, defaults, and explanations need to be simple. If settings are confusing, adoption will lag. Likewise, messaging must avoid dark patterns. Clear documentation and staged experiments can guide a responsible rollout. Experts track Threads 150 million users trends closely.
What’s next for Threads and advertisers
Meta will likely expand ad formats while refining ranking. Early video ads will test performance and brand safety. Meanwhile, personalization tools could roll out in phases to validate impact. The company will also evaluate how ads interact with tuning controls.
Advertisers should prepare adaptable creative. Square and vertical video will be essential. Additionally, brands should plan lift tests and incrementality studies. Those insights will inform budget shifts from other channels. Close coordination with creators can also improve attention and authenticity.
Measurement will be the next proof point. If Threads can match or beat Instagram benchmarks, spend will follow. Therefore, watch for updates on conversion modeling and attribution windows. Meta’s broader AI investments suggest that optimization tools will advance quickly. Threads 150 million users transforms operations.
Conclusion: a milestone with momentum
The Threads 150 million users milestone gives Meta a stronger runway for monetization and product growth. AI-fueled recommendations are improving engagement, while ads expand worldwide. At the same time, policy debates continue, which could shape future moderation processes.
The next phase hinges on execution. If video ads deliver value without harming feed quality, Threads can scale revenue. Meanwhile, personalization controls may increase trust and retention. With AI infrastructure spending rising across Big Tech, Meta is positioning Threads to compete for both attention and ad dollars.
Read more details on the ad rollout and engagement trends in coverage from Engadget. For broader context on AI-driven capex across Big Tech, see this analysis at Wired. For the latest on congressional scrutiny of platform moderation and jawboning claims, refer to reporting from The Verge.
Related reading: Meta AI • Amazon AI • AI & Big Tech