Threads is the newest of Meta’s networks, launched in 2023, and the least obvious for an expert: people take it for an X clone, made to comment on the news. It has nonetheless grown fast, and it accepts vertical video. The question is whether your audience is there.
We read what Meta, Pew Research and the press say about it on 15 October 2026.
Who is on Threads?
According to Forbes México, Meta announced on 16 June 2026 that Threads had 500 million monthly active users. The earlier milestone: more than 350 million in April 2025, according to Mark Zuckerberg on the first-quarter 2025 results call, who added that time spent on Threads had grown 35%.
For Europe, Meta reports about 41 million active users in the European Union in the first half of 2026, according to Social Media Today (article of 30 August 2026). Meta’s second-quarter 2026 release gives no figure specific to Threads.
On who the audience is, Pew Research, in its survey of American adults from 5 February to 18 June 2025, puts Threads among the networks used by about one adult in ten or fewer. In detail:
- 15% of 18-29s, 10% of 30-49s, 6% of 50-64s, 3% of those 65 and over;
- 7% of adults with a high school education or less, 9% of college graduates;
- 7% to 10% depending on income.
These figures are American and predate the jump to 500 million. They say that in 2025 Threads was still a young, small network, and that social background barely changes who uses it.
How does video live there?
Meta’s developer documentation gives the rules:
- a video lasts five minutes at most and weighs 1 GB at most;
- MP4 or MOV, in H.264 or HEVC with AAC sound;
- an aspect ratio anywhere between 0.01:1 and 10:1, with 9:16 recommended to avoid empty edges or cropping;
- a text of 500 characters at most.
In what we read, Meta publishes no recommended length for Threads videos, nor a description of how they are recommended. We will not invent one.
Why it suits (or not) an expert who sells knowledge
You stand out. Threads is a network of text and replies. A clean, captioned 40-second video stands out there. This is our reading, not a Meta figure.
You can arrive early. With 500 million users it is a network that counts, and few experts post video there as far as we know. Again, that is our reading and a bet.
The text carries the conversation. Five hundred characters are enough to ask the question your video answers, then reply to those who comment.
But be honest about the limits. Pew counts at most one adult in ten using it, and 6% of 50-64s. If your clients are executives over 50, they are scarce there. And Meta does not say how many of the 500 million are professionals.
What works, what does not
What works on a conversation network: a video that answers a precise question, a text that picks up the gist, captions, and replies to comments.
What works less: direct promotion, the same text copied from another network, and videos that need context. A video of under two minutes beats a long meeting clip.
Threads in one table
| Criterion | Threads |
|---|---|
| Owner | Meta |
| Audience | 500 million a month (June 2026); 41 million in the EU (H1 2026) |
| Format | video, 9:16 recommended |
| Length | 5 minutes at most |
| Text | 500 characters at most |
| Discovery | feed, follows, replies; Meta does not detail video |
What if one conversation went out on every network?
A Threads video is the same vertical video as a Short or a Reel, with a shorter text. Dailies Studio records your video calls, held in French or English, and cuts up to eight captioned shorts out of each call. It publishes them on the day and at the hour you planned, on YouTube, Instagram, Facebook, Threads, LinkedIn and TikTok, with three post texts proposed for each network that you pick and edit. It then shows you the statistics of each post, which tells you, after a few weeks, whether Threads is worth your time.
The other networks have their own article, in the Insights index: YouTube, Instagram, Facebook, LinkedIn and TikTok. To understand the product, read what Dailies Studio is; to start with a conversation, book a 30-minute call.
The essentials
- Threads reached 500 million monthly users in June 2026, about 41 million of them in the European Union.
- A video lasts five minutes at most, with 9:16 recommended; the text is limited to 500 characters.
- In the United States, only 3% of those 65 and over and 6% of 50-64s used it in 2025.
- Meta says nothing about the share of professionals: it is a bet to test, not a certainty.
Sources
Pages read on 15 October 2026.
- Forbes México, Threads reaches 500 million users, 16 June 2026.
- TechCrunch, Threads tops 350M monthly users, 30 April 2025.
- Social Media Today, European Union figures, 30 August 2026.
- Meta for Developers, Threads API: length, size, format, text.
- Pew Research Center, Social media use and Americans’ social media use 2025.