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Threads' Global Journey: Triumphs and Challenges

The Store Intel Data Digest reveals that Instagram solidified its global dominance as the top app in Q3 2023., while Threads, which launched in July 2023, swiftly climbed to the top five during the same quarter. Shopping app Temu has experienced a rapid growth in download QoQ since its launch, continuing to lead in both the U.S. and European markets.

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Unveiling Threads: The New Rising Star in the Social Media Sphere

Threads, a new entrant in the crowded world of social media, made a dramatic entrance with its July 2023 release, swiftly ascending to become the fifth most downloaded app worldwide in Q3 2023. Its launch day saw an impressive record of nearly 40 million installs globally, a testament to its immediate resonance among users seeking a fresh social media experience.


What sets Threads apart is its remarkable growth trajectory, primarily fueled by India, where the app quickly became popular, contributing to a significant portion of its worldwide downloads.  its soaring success in regions like the United States and Asia, Thread’s momentum was more tempered in Europe, where it ranked as the No. 7 most downloaded app during the same quarter, behind other Meta-owned apps. This disparity stems from the unavailability of Threads in the European Union, where strict privacy regulations and the Digital Markets Act, designed to prevent anti-competitive practices by large tech companies, have posed significant barriers to its release. Nevertheless, in non-EU markets like Turkey and the UK, Threads found solid footing, together comprising 73% of the app’s downloads in Q3 2023. As Threads navigates through these regional challenges, its remarkable global reception marks a milestone in the ever-evolving sphere of social media.

Gaming Giants’ Download Downturn

Q3 2023 brought notable shifts in download trends among top publishers. While Meta and Google continued their dominance worldwide, the gaming sector painted a contrasting picture with negative QoQ download growth across major players, signaling a shift in user engagement and preferences.


The gaming sector saw declines in downloads for major players, with Azur Interactive taking a noticeable hit, experiencing a 19% drop QoQ. This decline echoed a broader trend affecting gaming publishers. Embracer Group encountered a 9% decrease in downloads, slipping from No. 9 to No. 11 in the rankings. These negative trends reveal a challenging landscape for established gaming entities, indicating possible shifts in user interest or market saturation.

Conversely, amidst the overarching negative trend, in Europe, Voodoo and Homa Games defied the downward spiral with positive QoQ growth. Their success, primarily rooted in the Russian market, underscores the potential for growth even within the broader industry's decline.

For a deeper dive into the data and analysis presented in this post, read the full report.

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Yuwen Huang

Written by: Yuwen Huang, Marketing Data Scientist

Date: December 2023