HOW’S THAT TWITTER-KILLER COMING ALONG? Threads User Engagement Continues to Drop, Adding Urgency for New Features.

For a second week in a row, the number of daily active users declined on Threads, falling to 13 million, down about 70% from a July 7 peak, according to estimates from market intelligence firm Sensor Tower.

The average time users spend on the iOS and Android apps has also decreased to four minutes from 19 minutes. The average time spent for Android users in the U.S. dropped to five minutes from a peak of 21 minutes on launch day, according to SimilarWeb, a digital data and analytics company.

Twitter’s daily active users remain steady at about 200 million, and average time spent is at 30 minutes a day, according to Sensor Tower estimates.

Threads’ user engagement peaked on its third day of operations at 21 minutes.

If you’re going to launch a competitor to an existing product, it had better have all the same features, plus something new, starting on Day One. Threads has nothing new, and is missing direct messages, hashtags, desktop availability, and its algorithm is geared to downplay “serious or political content” to make it “a friendly place.”

Other than the format then, Threads isn’t really a Twitter replacement at all.