“Feature not a bug” - no. My information is about 18 months out of date, but back when I was in Instagram, it was well known that the avg time spent for a DAU on Threads was <3 minutes, because most of that 300m (at the time) MAU were clicking over with low intent - sometimes *no* intent - and leaving immediately afterwards.
I'm sure it's still fairly low, but it's definitely growing over time. From Engadget: "Meta claims that recent growth is happening a bit more organically, and that "more people are opening Threads directly over time" instead of clicking through from one of its other apps. Meta also shared that it's seen increasing traction in Asia, particularly South Korea and Japan, where time spent is up 80 percent and 130 percent, respectively, compared with last year."
Using the existing distribution to seed the initial growth is the "feature" that I highlighted with Threads example. And I suspect anything that gains traction will also enjoy similar push.
“Feature not a bug” - no. My information is about 18 months out of date, but back when I was in Instagram, it was well known that the avg time spent for a DAU on Threads was <3 minutes, because most of that 300m (at the time) MAU were clicking over with low intent - sometimes *no* intent - and leaving immediately afterwards.
I'm sure it's still fairly low, but it's definitely growing over time. From Engadget: "Meta claims that recent growth is happening a bit more organically, and that "more people are opening Threads directly over time" instead of clicking through from one of its other apps. Meta also shared that it's seen increasing traction in Asia, particularly South Korea and Japan, where time spent is up 80 percent and 130 percent, respectively, compared with last year."
Using the existing distribution to seed the initial growth is the "feature" that I highlighted with Threads example. And I suspect anything that gains traction will also enjoy similar push.
It is a necessary but not sufficient condition for success of a new Meta app, certainly.
My take is that if it was actually getting better, we’d hear precise numbers to that effect. Either X TS/DAU or Y% growth in TS/DAU.