What's fueling Threads' explosive growth in Hong Kong?

Threads, Meta’s text-based social platform, has been steadily gaining traction in Hong Kong, with its awareness in the city having doubled since its launch, rising from 36% at its launch in Q3 2023 to 66% by Q1 2025, according to a recent survey by OMG. Even more impressive is the platform's usage rate, which has tripled during the same period, jumping from 10% to 34%.

Don't miss: Survey: 40% of HK users engage with videos on Threads

What makes Hong Kong unique in the Asia-Pacific (APAC) region is not just the uptick in adoption, but the energy behind it - especially among younger users. The 18–34 age group has emerged as the driving force behind Threads’ growth, with early trends showing that around 40% of users are actively engaging with video content on the platform.

As Threads continues to evolve, these user behaviours could play a defining role in shaping its long-term trajectory — and may help explain why Hong Kong is embracing the platform faster than its regional neighbours.

Why is Threads gaining so much traction in HK?

In a conversation with MARKETING-INTERACTIVE, Kate Kwan, managing director, Greater China, TEAM LEWIS, attributed the success of Threads in Hong Kong to how seamlessly it connects with Meta, particularly Instagram.

“Given that most Hong Kongers already have an Instagram account, joining Threads feels like a natural next step since they can leverage existing communities or social circles. This instant access to an existing network, alongside a familiar interface, is what makes it easy for people to get started, and continue using the platform,” she added.

Another factor to consider is Hong Kong’s deeply rooted text-first forum culture, making Threads an instant hit as the city’s next-gen agora—a modern space for real-time, unfiltered conversations, according to Chesta Siu, head of social, Metta/We Are Social Hong Kong. “Viral amplifiers - local IG media and meme pages - turn every authentic Thread into a citywide buzz wave, driving awareness and downloads.”

Threads’ text-first environment is a breath of fresh air compared to Instagram’s polished world, making it a true “Pressure-Free Playground”, added Siu. “Users love the freedom to post spontaneously and authentically, building trust and driving rapid follower growth.”

“Its decentralised algorithm creates a space where anyone - not just big accounts - can spark a viral 'Threadquake', fueling a sense of opportunity, every voice matters and every story can go viral. Topic tags power a discovery Loop, letting users jump into trending conversations and easily connect around hot topics,” she added.

On the other hand, Florence Kong, founder and managing director, We Glow HK, said Threads arrived just as many young Hongkongers felt existing FB platforms were cluttered, so its “clean-slate” positioning gave early adopters a sense of ownership and novelty that peers in other APAC markets did not feel.

“Second, Hong Kong’s entrenched two-screen habit - scrolling a social feed while streaming OTT shows - lets Threads act as a real-time chat layer for Disney+, Netflix or Viu content, pulling people back to the app repeatedly throughout the day.”

That said, Threads didn’t immediately take off at launch, according to Jeffrey Hau, co-founder and director, PRIZM Group. “Its real traction came later, sparked by discussions around more sensitive or adult topics that drew early engagement. This momentum was then amplified as local influencers, celebrities, and brands began to join the platform.”

Playground for the younger audience

This unique combination of platform fatigue and real-time content layering has positioned Threads as more than just a new app, it’s become a digital companion for Hong Kong’s digital native youth.

Siu described Hong Kong’s 18-34s as true trend alchemists, using social media for entertainment, search, and self-expression. “They turn FOMO and FOBI (Fear of Being Irrelevant) into viral energy, jumping on every trending convo, big laugh, and city-life dig.”

“With a love for localised, authentic, and interactive content, they use Threads as their pulse engine for instant reactions, spontaneous sharing, micro-community building, and inside jokes only locals get - actively setting the city’s digital tempo,” she added.

This cohort is the tastemaker for digital culture and controls a disproportionate share of discretionary spending; when they endorse a platform, older segments and advertisers usually follow within months, said We Glow’s Kong. “Their rapid adoption of Threads therefore provides both the cultural credibility and the commercial incentive for brands to invest.”

Video consumption on Threads

As video consumption continues to grow across digital platforms, it's likely that Threads will evolve to accommodate this trend, especially as the popularity of OTT platforms continues to rise. With around 40% of Threads users already engaging with video content, according to the OMG survey, the platform is well-positioned to tap into shifting user behaviours that favour short-form, engaging visuals.

As Threads is maturing, brands and creators have a huge opportunity to spark more real-time conversations and connect with audiences in a more immediate, immersive way, said Kwan. “In fact, because OTT platforms are a staple in Hong Kong households, people’s expectations for high-quality, on-demand video will rise. This means, we’ll likely see a surge in bite-sized, interactive content formats like BTS, live chats and reaction-type videos.”

Meanwhile, Siu said OTT platforms have cultivated a strong binge-watching culture in Hong Kong, and Hongkongers are now seeing that same stickiness and “can’t-miss” energy play out on Threads. “The platform’s real-time, conversational DNA means users aren’t just passively watching—they’re sharing quick video reactions, instant reviews, and even launching watch parties as OTT moments unfold, driving engagement around trending releases.”

Threads is fast becoming the go-to space for communal viewing commentary, where users preview and discuss OTT content - trailers, clips, and behind-the-scenes - turning every show drop into a citywide social event, she said.

“With trending topics, algorithmic feeds, and a mobile-first experience, Threads is transforming video consumption into an interactive, always-on conversation, making every micro moment hyper-relevant and amplifying Hong Kong’s love for shared entertainment.”

While Threads is unlikely to replace OTT platforms such as Netflix or YouTube, PRIZM Group’s Hau said videos on Threads tend to be short-lived, viral, “talk of the town” clips, “more like the kind you’d see in WhatsApp groups. Their short life cycle and casual nature set them apart from traditional OTT content.”

We Glow’s Kong also said viewers can expect convergence rather than cannibalisation. “Studios and streamers will seed teaser clips or behind-the-scenes snippets on Threads timed to episode drops, while creators repurpose 30-90-second 'threadisodes' that viewers discuss in real time as they watch OTT content, deepening engagement on both screens.”

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