Threads given green light to launch across Europe

Meta’s Threads app, often dubbed a “Twitter killer,” expanded its reach with an official launch in the European Union.

The app, owned by Meta, initially debuted in July 2023 and rapidly gained over 100 million users within its first week, despite facing a subsequent decline in active users. The launch in the EU was delayed due to the need for approval from the European Commission, particularly concerning privacy provisions. Speculation arose that the delay might be linked to the EU Digital Markets Act, addressing antitrust and privacy concerns in the tech industry.

To comply with EU regulations, Threads required users to create an account using their Instagram credentials. Initially, users faced challenges in deleting their Threads account without also removing their linked Instagram account, but Meta addressed this issue by adjusting settings in November.

With the EU launch, Meta introduced an option allowing users to browse Threads without creating a profile on the app or on Instagram. Those choosing not to create a profile can still explore content, search for accounts, share content, and report Threads content but are restricted from creating posts or interacting with content.

Mark Zuckerberg, Meta’s CEO, announced the EU launch on Threads has expressed confidence in the app’s future growth, aiming for a user base of 1 billion. Meanwhile, competitor Twitter/X has continued to face setbacks, including a decline in daily active users by 13% since Elon Musk assumed the role of CEO in 2022. X also witnessed a loss of top advertisers, and its 2023 revenue reportedly plummeted to $2.5 billion.

Why is this important?

In addition to the EU launch, Meta revealed plans for increased interoperability with Threads. This initiative involves allowing posts on Threads to appear on other social platforms, aligning with the concept of the “fediverse.”

The fediverse refers to a network of interconnected social platforms that enable the sharing of data and posts across various services. Meta’s strategic moves, including the EU expansion and interoperability enhancements, underscore its commitment to the growth and success of Threads in the competitive social media landscape.

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