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  • Luke Wilson and Janine Virtue


MEDIA UPDATE OF THE WEEK - Twitter vs Threads

You may have heard about the recent launch of ‘Threads’; Meta’s new platform which seems to be going toe to toe with the goliath that is – or maybe was – Twitter.

So, what is Threads? We asked Publicis SanboxGPT chat;

“Meta, the social media giant, has recently launched a new platform that aims to revolutionize the way users connect with their close friends. The platform, called Threads, is a cutting-edge application that provides a more personalised and intimate way for users to share their daily experiences with their closest friends.” – Source: Publicis SandboxGPT

Well, there you have it.

So, what are the similarities so far? The functions for a start. Users engage by posting & sharing text, images and videos and you can in turn reply, repost and like content from other people. Instagram Even in its design, it looks remarkably familiar. So, what is Threads really

The obvious differences are that you need to have an Instagram account to sign up - you’re required to use the same handle. Additionally, Threads provides a single feed that includes trending posts and content from followers. Unlike Twitter, it does not offer a ‘For You’ and ‘Following’ feed.

Threads will be ad free for at least the first year until it builds a substantial community. Media sources announced on Monday Threads had amassed more than 100 million new users in less than five days. By contrast, Instagram took two and a half years to reach the same milestone and Facebook an even longer four and a half. According to Cloudflare, Twitter’s traffic has been on the decline since January 2023.

In a comment that appears to reference Twitter’s surge in hate speech and misinformation, Mark Zuckerberg says, “The goal is to keep it friendly as it expands. I think it’s possible and will ultimately be the key to its success”. This comes just weeks after Facebook, among others, was criticised by Global Witness for a failure to enforce hate speech policies in South Africa. Time will tell how Meta’s intolerant policy will manage this fast-growing platform.



Consumer Confidence was down 0.8pts to 73.3 this week. The index has now spent nineteen straight weeks below the mark of 80 – the longest stretch below 80 since the index began being conducted on a weekly basis in October 2008. The last time Consumer Confidence spent at least nineteen weeks under 80 was during the 1990-91 recession when the index was conducted on a monthly basis.

Looking around the States, Consumer Confidence was unchanged in New South Wales, but down in Victoria, Queensland, WA and SA.

Driving the index down this week were negative moves for whether now is a good or bad time to buy major household items after the End of Financial Year/Mid-Year sales ended while there were small improvements for sentiment in regards to personal finances following the RBA leaving rates unchanged.


Network Nine achieved the highest share for the week with 33.2%, followed by Network Seven with 27.6%, Network Ten with 15.4%, ABC with 14.5% and lastly SBS with 9.4%. Nine’s win was

largely thanks to the Ashes: Second Test which drew a metro audience of 7770,000. The top entertainment program for the week was Network Seven’s Dancing with the Stars with an audience of 647,000.

BVOD Audience

In the week of the 2nd July- 9th July 1.13 million minutes of BVOD content was consumed nationally, by 6.7 million Australians. When looking at the same time last year, viewing was down slightly, seeing a 5% decrease. ABC took out the top program of the week with Australian comedy series Utopia reaching a BVOD audience of 113,000 and also taking out the 10th program of the week with an audience of 79,000. Other notable mentions include Nine’s Love Island taking out four of the top ten with 2nd, 3rd 4th and 7th, along with Seven’s Home and Away taking out three spots at 5th 6th and 8th. Overall, BVOD is currently still skewing to the female demographic of 25-54.


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