Meta CEO Mark Zuckerberg said Threads now has more monthly active users than X, speaking on the company’s third-quarter earnings call, and CFO Susan Li said time spent per Threads user rose more than 20% from a year earlier. Instagram set a record for time spent per user in the quarter, which Li credited to ranking changes that lifted Reels watch time more than 4%, including a model that ranks Reels in sequences rather than one at a time. Instagram is also leaning harder on new posts, with nearly 45% of recommended Reels now less than a day old, up over 11 points since the second quarter. On Facebook, Reels time spent also hit a record and grew by double digits from a year ago, which Li tied to a new system that can recommend posts before they’ve built up engagement.
