--- title: "Threads Surpasses X in Mobile Users" description: "Threads hits 141.5M daily mobile users, surpassing X's 125M. Dating brands must adapt marketing strategies to this shift." lang: en-GB json-ld: | [ [ { "@context": "https://schema.org", "@type": "NewsArticle", "headline": "Threads Overtakes X in Mobile Users. Dating Brands Must Rethink Strategy.", "description": "Threads hits 141.5M daily mobile users, surpassing X's 125M. Dating brands must adapt marketing strategies to this shift.", "abstract": "Threads hits 141.5M daily mobile users, surpassing X's 125M. 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[Home](/) 3. [News](/news) 5. [Data & Analytics](/news) 7. Threads Overtakes X in Mobile Users. Dating Brands Must Rethink Strategy. ![A smartphone displaying social media application icons alongside digital marketing performance analytics on a screen.](https://images.pexels.com/photos/17614479/pexels-photo-17614479.jpeg?auto=compress&cs=tinysrgb&w=1200&h=220&fit=crop&fm=webp&q=50&dpr=1) A smartphone displaying social media application icons alongside digital marketing performance analytics on a screen. [Data & Analytics](/news?category=data-analytics) # Threads Overtakes X in Mobile Users. Dating Brands Must Rethink Strategy. By [DII Data Team](/author/data-analytics)· January 19, 2026· 5 min read [](https://x.com/intent/post?url=https%3A%2F%2Fwww.datingindustryinsights.com%2Fnews%2Fthreads-beats-x-mobile-users-web&text=Threads%20Overtakes%20X%20in%20Mobile%20Users.%20Dating%20Brands%20Must%20Rethink%20Strategy.)[](https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fwww.datingindustryinsights.com%2Fnews%2Fthreads-beats-x-mobile-users-web)[](https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.datingindustryinsights.com%2Fnews%2Fthreads-beats-x-mobile-users-web) A A ## Key Points - • As of January 2026, Meta's Threads reached 141.5 million global daily active mobile users, surpassing X's 125 million daily active mobile users for the first time. - • Dating brands typically allocate 60 to 70 percent of their social spend to Meta's ecosystem, with Instagram receiving the largest share for user acquisition. - • Match Group reduced its sales and marketing expenses from 32 percent of revenue in Q4 2021 to 27 percent of revenue in Q3 2025. - • X maintains higher web traffic and a narrow lead in United States daily mobile users, representing roughly 40 percent of Match Group revenue. Meta's Threads has overtaken X in global daily active mobile users for the first time, marking a decisive shift in the text-based social media landscape. For dating operators watching their social media budgets, this represents more than platform rivalry scorekeeping. It signals where singles are actually spending their scrolling time — and where marketing pounds must follow. The shift carries immediate implications for marketing allocation. Dating brands have historically treated Twitter — now X — as essential infrastructure for customer service, viral campaign distribution, and brand voice development. That relationship is now under review. When a platform loses mobile primacy, it loses the ambient attention that drives brand recall and ad conversion, particularly for products like dating apps that rely on impulse downloads and scroll-stopping creative. ### Create a free account Unlock unlimited access and get the weekly briefing delivered to your inbox. Register free No spam. No password. We'll send a one-time link to confirm your email. ![Mobile phone displaying social media applications](https://images.pexels.com/photos/17614476/pexels-photo-17614476.jpeg) Mobile phone displaying social media applications The DII Take This isn't about picking winners in the social media wars. It's about recognising that the text-based platform landscape has fractured, and dating marketers can no longer rely on a single dominant player for their non-visual social strategy. The more interesting question isn't whether Threads has 'won', but whether the audience quality on each platform now serves different purposes in the funnel — and whether dating brands have the sophistication to deploy accordingly. ## The Instagram integration advantage What makes Threads particularly relevant for dating operators is its structural connection to Instagram, which already commands the largest share of dating app social media budgets. According to multiple agency sources, dating brands typically allocate 60-70% of their social spend to Meta's ecosystem, with Instagram receiving the lion's share for user acquisition and retargeting. Threads' integration creates potential workflow efficiencies that X cannot match. A dating brand can now run Instagram Stories showcasing user testimonials, promote those narratives through Threads for text-based discussion, and retarget engaged users back into Instagram conversion funnels — all within Meta's attribution infrastructure. That closed loop matters when marketing teams are being asked to justify every pound of spend against CAC targets that have compressed by 40-50% since 2021's peak valuations. > The platform's relative lack of political toxicity presents another advantage. Multiple dating executives have privately expressed concern about brand association with X's content moderation controversies and the platform's increasingly polarised user discussions. Threads offers a lower-risk environment for brands that need to maintain broad appeal across demographic segments. Brand safety isn't typically dating's primary concern — these are companies comfortable with sexually explicit content in their own products — but association with political extremism is a different calculation entirely. ![Person using smartphone for social media engagement](https://images.pexels.com/photos/17614475/pexels-photo-17614475.jpeg) Person using smartphone for social media engagement ## Where X retains leverage Yet X's mobile decline doesn't translate to wholesale irrelevance for dating marketers. [Similarweb's data shows X maintains significantly higher web traffic](https://www.theverge.com/news/864099/threads-overtakes-x-daily-mobile-ios-android-users), suggesting different usage patterns that may actually serve dating companies' interests in specific contexts. Desktop users researching dating services, comparing subscription tiers, or seeking detailed safety information represent a different intent state than mobile scrollers. X also retains a narrow lead in US daily mobile users, according to the same data, though that gap has compressed considerably. The American market accounts for roughly 40% of Match Group's (MTCH) revenue and remains the highest-[ARPU](/glossary/arpu) territory for most Western dating operators. A platform that maintains strength in that geography cannot be written off, regardless of global mobile metrics. The platform's established position in cultural conversation — particularly around dating discourse, relationship advice, and the so-called 'dating apocalypse' narratives — also preserves value. When Hinge wants to seed conversation about 'designed to be deleted' messaging or when [Bumble](/news/bumble-lawsuit-over-preventable-data-breach) faces backlash over advertising missteps, those discussions still largely happen on X. Threads hasn't yet demonstrated the same capacity to drive news cycles or shape cultural narratives around dating. ## The attribution challenge What's less clear is whether Threads' mobile user growth translates to actual marketing performance for dating advertisers. The platform launched in July 2023, making it barely two and a half years old. Its advertising products remain less mature than X's, and crucially, there's limited public data on conversion quality or cost-per-install metrics specific to dating verticals. > One European dating operator, speaking on background, described Threads advertising as 'still experimental' compared to Instagram's proven performance or even TikTok's emerging strength in Gen Z acquisition. The concern isn't reach — Meta can deliver that through cross-platform inventory — but whether Threads users exhibit the right intent signals that predict dating app conversion. This matters because dating apps are dealing with compressed marketing budgets across the board. Match Group's sales and marketing expense as a percentage of revenue dropped from 32% in Q4 2021 to 27% in Q3 2025, according to company filings. Bumble (BMBL) faces similar pressure following its valuation collapse and ongoing strategic review. Experimentation budgets for unproven platforms shrink when finance teams demand immediate ROI justification. The competitive dynamic also complicates matters. If every dating operator shifts budget towards Threads simultaneously, the platform's inventory pricing will rise accordingly, potentially eroding any early-mover advantage. ![Digital marketing analytics and performance metrics](https://images.pexels.com/photos/17614480/pexels-photo-17614480.jpeg) Digital marketing analytics and performance metrics Dating marketers now face a bifurcated text-platform strategy: maintain X presence for US market depth, cultural relevance, and desktop intent whilst building Threads capabilities for mobile-first reach and Instagram integration synergies. That's not a simple switch-and-forget reallocation. It requires creative adapted for each platform's tone, separate community management resources, and sophisticated attribution modelling to understand which platform drives which funnel stage. For resource-constrained operators — which is most of them in the current environment — that represents meaningful operational complexity. ## Key Takeaways - • Dating app marketers must balance X for cultural relevance and desktop traffic in the United States against Threads for mobile reach and Instagram conversion synergies. - • The integration between Threads and Instagram offers lower political risk and streamlined workflows, though unproven conversion metrics present allocation challenges for cost-conscious operators. - • Resource-constrained dating companies need advanced attribution modelling to verify whether Threads delivers high-intent mobile users before shifting significant marketing budgets. ## Frequently Asked Questions ### How many daily active mobile users does Threads have compared to X? ### How much do dating apps spend on Meta social media ads? ### How much does Match Group spend on sales and marketing? ### What proportion of Match Group revenue comes from the United States? Cite this article [Mergers & Acquisitions](/tag/mergers-acquisitions)[Monetisation](/tag/monetisation) D [DII Data Team](/author/data-analytics) Data & Analytics Desk The DII Data Team maintains the publication's trackers, market data and analytical reference hubs for the online dating industry. [More articles by DII Data Team](/author/data-analytics) ### In this article - [The Instagram integration advantage](#section-1-the-instagram-integration-advantage) - [Where X retains leverage](#section-2-where-x-retains-leverage) - [The attribution challenge](#section-3-the-attribution-challenge) ### Mentioned in This Article Companies [![Seeking logo](https://img.logo.dev/seeking.com?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram) Seeking Dating Platform ](/companies/seeking)[![Match Group logo](https://img.logo.dev/mtch.com?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram) Match Group Dating Platform MTCH $31.42 ▼-1.20% ](/companies/match-group)[![Bumble logo](https://img.logo.dev/bumble.com?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram) Bumble Dating Platform BMBL $4.87 ▲+3.40% ](/companies/bumble) Products [![Hinge logo](https://img.logo.dev/hinge.co?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram)Hinge ](/products/hinge) ## Trending in Dating Tech 1. 1 [![Corporate executives analyzing financial spreadsheets during a cross-border dating app acquisition meeting.](https://images.pexels.com/photos/14970196/pexels-photo-14970196.jpeg?auto=compress&cs=tinysrgb&w=96&h=96&fit=crop&fm=webp&q=50&dpr=1)](/news/hello-group-15-years-coffee-portfolio) [Hello Group Quietly Adds Coffee Meets Bagel. 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Register free No spam. No password. We'll send a one-time link to confirm your email. ## Comments Join the discussion Industry professionals share insights, challenge assumptions, and connect with peers. Sign in to add your voice. Sign in with Google or use email Your comment is reviewed before publishing. No spam, no self-promotion. [← Previous Article TikTok's AI Tools: A Shortcut or a Trap for Dating Advertisers? ](/news/tiktok-shop-expands-ai-toolkit)[Technology & AI Lab](/news?category=technology-ai)[Next Article → Love Group Hit Cash Flow Positive. Its Asian Market Strategy Is Worth Studying. ](/news/hong-kong-matchmaking-industry-growth)[Financial & Investor](/news?category=financial-intelligence) ## More in Data & Analytics [View all →](/news?category=data-analytics) [ Data & Analytics ![A person holds a smartphone displaying a specialised niche dating app interface on a wooden table.](https://images.pexels.com/photos/5055887/pexels-photo-5055887.jpeg?auto=compress&cs=tinysrgb&w=600&h=340&fit=crop&fm=webp&q=50&dpr=1) ### Match Group's Stagnation Sparks Niche App Surge: A Bet on Specificity Match Group reported flat year-on-year revenue growth in Q4 2024, whilst Bumble's share price has collapsed from $76 at … Wednesday 3rd June · 1 min read Read → ](/news/three-new-niche-dating-apps-launch)[ Data & Analytics ![A man and woman use smartphones at an outdoor restaurant table during a date.](https://images.pexels.com/photos/10265176/pexels-photo-10265176.jpeg?auto=compress&cs=tinysrgb&w=600&h=340&fit=crop&fm=webp&q=50&dpr=1) ### Wippy's 231% Profit Surge: The Cross-Border Asymmetry Playbook Wippy's operating profit surged 231% from ₩1.1B ($820,000) in 2023 to ₩3.6B ($2.7M) in 2024 Korean men match with Japane… Monday 13th April · 1 min read Read → ](/news/wippy-dating-app-earnings-growth-korea-japan)[ Data & Analytics ![Young professionals collaborating and conversing at a modern office coffee station during a work break.](https://images.pexels.com/photos/7580785/pexels-photo-7580785.jpeg?auto=compress&cs=tinysrgb&w=600&h=340&fit=crop&fm=webp&q=50&dpr=1) ### Gen Z's Office Romances: A Structural Threat to Dating Apps 45% of Gen Z workers are now in workplace relationships, more than double the 21% reported by baby boomers Match Group r… Tuesday 12th August · 1 min read Read → ](/news/gen-z-office-romance-dating-apps)[ Data & Analytics ![A Muslim couple reviewing profile options on a mobile dating app together.](https://images.pexels.com/photos/11216260/pexels-photo-11216260.jpeg?auto=compress&cs=tinysrgb&w=600&h=340&fit=crop&fm=webp&q=50&dpr=1) ### Muzz's 15,000 Marriages: Why Western Dating Apps Can't Compete Muzz has facilitated 15,000 marriages among 1.2 million Pakistani users The platform offers profile blurring and chapero… Tuesday 22nd October · 1 min read Read → ](/news/marriage-matchmaking-apps-gain-popularity) ![](https://images.pexels.com/photos/5055887/pexels-photo-5055887.jpeg) Up next: [Match Group's Stagnation Sparks Niche App Surge: A Bet on Specificity](/news/three-new-niche-dating-apps-launch) [](/news/three-new-niche-dating-apps-launch) ![Dating Industry Insights](/assets/dii-logo-footer-B-hNTbau.webp) B2B intelligence for the online dating industry. 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