Meta is reportedly planning to launch Threads in the EU before the end of the year.
The news comes after major X advertisers, including Disney, Paramount and Sony Pictures, boycotted the Elon Musk-owned platform following its support of an anti-Semitic conspiracy theory.
Why we care Although Threads does not yet run ads, brands can still grow their audience on the platform through collaborations with influencers. It’s worth noting that ads on Threads are inevitable and will likely contribute significantly to the app’s overall revenue when they launch.
EU regulation difficulties. Threads did not launch in EU countries at its global launch in July due to strict EU privacy regulations. To comply, Meta modified its product to allow users to use the app without creating a profile. A profile is required if the user wants to publish posts, according to the Wall Street Journal.
Threads users can now delete their Threads profiles without having to delete their associated Instagram accounts, said Adam Mosseri, head of Instagram.
Active subscribers. Threads now has 200 million monthly active users, according to Meta CEO Mark Zuckerberg. He predicted that this number could reach one billion in the coming years.
With the rollout in EU countries, Threads could see up to 40 million additional monthly active users, according to independent technology analyst Aho Williamson.
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deep dive Read our Threads FAQ guide to learn more about how the platform works.
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