Threads Reaches 200M Users Amid New EU Privacy Rules Shake-Up

Threads Surges to 200 Million Users: A Quick Win for Meta

Meta's Threads app didn't waste time celebrating its latest milestone. On November 9, 2025, the company announced the platform now boasts 200 million monthly active users—a 50% jump from earlier this year. That's huge, especially when you consider it launched as a direct shot at X (formerly Twitter) amid Elon Musk's chaos. But just as brands start eyeing Threads for campaigns, Europe's regulatory hammer drops. The EU's Digital Markets Act enforcement kicked in yesterday, fining Meta €500 million for mishandling user data in ad personalization. Ouch.

Why does this matter right now? Threads was gaining traction fast, with brands like Nike and Starbucks testing short-form conversations that feel more authentic than Instagram's polished feed. Early data from Meta shows user engagement up 35% since summer, driven by features like polls and reply threads. Yet, these new rules could crimp how marketers slice audiences on Threads, which shares backend with Instagram.

EU Privacy Crackdown: What's Changing for Ad Targeting?

The fine stems from the EU's push under GDPR 2.0, targeting how platforms use behavioral data for ads. Meta must now anonymize more user signals, limiting hyper-targeted campaigns based on cross-app activity. Think fewer retargeting ads for users who browsed Threads then shopped on Instagram Shops.

Analysts at Forrester predict this could shave 15-20% off ad performance initially, based on similar changes post-Apple's ATT in 2021. "Marketers who've relied on granular targeting will need to pivot to contextual ads," says Sarah Kline, a privacy consultant at Deloitte. She's spot on—expect less "you viewed this sneaker ad on Threads, buy now" and more broad-interest plays.

Key Regulatory Shifts at a Glance

• •Data Sharing Limits: No more pooling Threads and Instagram data for profiles without explicit consent.
• •Consent Banners Overhaul: Users get one-click opt-outs, potentially shrinking addressable audiences by 25% in Europe.
• •Fines and Compliance: Ongoing audits mean platforms like Threads will err on caution, delaying new features.

Real-world hit? A case study from Unilever shows their EU ad spend on Meta apps dropped 18% last year due to similar rules, forcing a shift to influencer collabs.

How Threads' Growth Alters the Marketing Landscape

Despite the regulatory noise, Threads' user boom opens doors. It's not just another feed; it's text-first with visual embeds, pulling in creators who want quick, real-time chats. Engagement metrics are promising: average session time hit 12 minutes per user in October, per SimilarWeb data.

For marketers, this means opportunity in niche communities. Fashion brand Reformation saw a 40% uptick in brand mentions after launching a Threads conversation series on sustainable trends. They paired it with subtle calls-to-action, linking back to their site without feeling salesy.

But here's the rub: with 200 million users, mostly under 35, Threads skews younger and more global than LinkedIn or even TikTok in some markets. Brands ignoring it risk missing Gen Z's preferred spot for unfiltered opinions. Compare that to X, where ad trust plummeted 22% post-verification changes.

This table, pulled from eMarketer's latest report, highlights Threads' edge in fresh engagement despite lower scale.

Strategies for Marketers: Navigate Regulations and Capitalize on Threads

Don't panic—adapt. First, audit your current Meta targeting. Tools like Meta's own Audience Insights will flag EU-restricted segments; start building consent-based lists now.

Lean into Threads' strengths:

• •Community Building: Host AMAs or polls to foster organic shares. Glossier did this, netting 15% more site traffic from Threads links.

• •Cross-Promotion with Care: Promote Threads content on Instagram, but avoid data overlap. Use UTM tags to track without profiling.

• •Influencer Focus: Partner with micro-influencers active on Threads. A Sprout Social study found these drive 22% higher ROI in regulated markets.

What about measurement? Switch to aggregate metrics like view-through conversions, which dodge privacy pitfalls. Brands like Spotify have thrived this way, reporting steady growth in playlist shares post-GDPR tweaks.

Looking Ahead: Threads' Role in a Privacy-First World

As Threads matures, it'll likely mirror Instagram's evolution—more shoppable posts, AI-moderated threads to build trust. But with EU eyes watching, expect slower rollouts. Marketers who get ahead by testing compliant campaigns could see first-mover advantages, especially as global regs like California's CCPA tighten.

Keep an eye on Meta's December updates; rumors swirl of a Threads-exclusive ad auction to comply with DMA. For now, treat Threads as your low-risk experimentation ground. Build audiences organically, respect privacy, and watch those 200 million users turn into loyal advocates. Your next big win might just be a threaded conversation away.