The Shift in Social Media Landscape: X vs Threads

In the ever-evolving world of social media, two platforms have been making headlines recently: X and Meta's Threads. While X, once a dominant force, has been losing ground, Threads has been rapidly gaining popularity. This change in the social media landscape has significant implications, not just for the platforms themselves, but also for the North East region and India as a whole.

The Decline of X

Since Elon Musk took control of X in March 2023, the platform has been embroiled in several controversies. From crippling the block feature and reinstating banned users to introducing an AI assistant, these changes have led to a steady decline in X's daily active user count. However, the decline in X's popularity follows long-term trends, likely due to the string of controversies that have plagued it since its rebrand in 2023.

The Rise of Threads

Meta capitalized on X's turmoil and launched Threads in July 2023. Since then, Threads has steadily grown in popularity, overtaking X's active user count for the first time in September 2025. As of January 7, 2026, Threads had 141.5 million daily active iOS and Android users globally, while X trailed with 125 million users.

The Impact on the North East and India

The shift in social media usage has implications for the North East region and India. With a larger user base, Threads could potentially have a greater influence on public opinion and discourse. Moreover, the rise of Threads highlights the need for local social media platforms to address user concerns and maintain a positive image to remain competitive.

The Future of X and Threads

In January 2026, Meta announced that it would start rolling out ads on Threads, which could potentially impact X's income if more advertisers pull out in favor of the ad-free Threads. On the other hand, X's substantial web traffic could attract new users, leading to more drastic changes in 2026.

A Cautious Optimism

Despite the controversies, X remains popular, with a high web traffic that outstrips Threads. It remains to be seen whether Meta will turn its efforts to the web after securing the future of Threads. One thing is certain: the social media landscape will continue to evolve, and platforms must adapt to remain relevant.