Threads has taken a step further into X’s domain by introducing a new feature that displays scores for in-progress sporting events, starting with NBA games. This move is aimed at boosting real-time engagement among users. For instance, when searching for a sports team-related tag, a new in-stream panel will show real-time scores from their recent match. By tapping on a team logo, users can also view scores from their most recent game or their upcoming game. This addition is beneficial, especially considering that sports are a popular topic on X, potentially attracting more X users to Threads.
However, there is a crucial flaw in the new set-up. The posts under the panel are not displayed based on recency, which raises concerns about enabling real-time discovery. Threads’ hesitation around this issue stems from fears of increased spam, junk, and misinformation. Threads’ CEO, Adam Mosseri, has been clear about not wanting real-time search results, and the platform’s “Trending Topics” display is carefully curated to avoid amplifying questionable content. This cautious approach aligns with Meta’s vision of creating a more positive alternative to Twitter and X but may limit Threads’ competitiveness in certain key topic areas.
X has emphasized that sports and music are among its most popular topics, attracting large audiences. Many users on X engage with sports stars and musicians, relying on the platform for real-time updates and discussions. Since X allows users to access real-time results and remains a primary source for news, various communities, especially in sports, are deeply entrenched in the platform. If Threads fails to enable real-time discovery and foster similar engagement, it may struggle to attract these active groups away from X.
While Threads has the potential to challenge X, particularly with its growing user base, the platform’s resistance to real-time engagement could hinder its progress. The deliberate shift away from political discussions could also impact the app’s growth trajectory. Despite X’s claims of sustained usage levels, the platform has not added any new daily active users in over a year. In contrast, Threads has shown steady growth, reaching 130 million monthly users within eight months of its launch. However, to become a significant player in real-time updates, Threads must address the need for real-time engagement, a key element that drives X’s popularity.
X’s success lies in its ability to deliver the latest updates on events and news, making it a go-to platform for in-the-moment information. Despite controversies surrounding Elon Musk’s statements, X remains a hub for breaking news stories and real-time updates. The platform’s ease of access and higher engagement levels position it as a preferred option over Threads, which lacks the same level of real-time engagement due to Meta’s cautious approach. Whether Threads will pivot towards enabling in-the-moment engagement remains uncertain, but it is crucial for the platform to compete effectively with X and gain prominence among users.
While Threads is making strides in expanding its features and user base, its approach to real-time engagement will be pivotal in determining its success against X. By addressing the need for timely updates and fostering active discussions, Threads can position itself as a viable challenger to X’s dominance in the social media landscape.
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