Meta's Muse Reaches 10 Million U.S. Downloads in 40 Days, a Feat Only 11 Other Apps Have Managed

Meta's AI companion Muse has joined an exclusive group: just the twelfth mobile app to hit 10 million U.S. downloads within its first 40 days. Sensor Tower data shows Muse at 10.9 million downloads since its September launch, 10.2 million of them in the U.S.

Sensor Tower senior insights analyst Kara Lee said only 11 other apps have cleared that bar, most recently Meta's own Threads in July 2023. Most of the others were mobile games such as Fortnite, PUBG Mobile and Pokémon GO; besides Threads, Disney+ was the only other non-game app in the club.

Meta's playbook helps: it markets new apps across its other services, as it did with Threads, and it is spending heavily on ads for Muse. In October, 39% of Meta's total ad spend went to promoting Muse, up from 23% the month before, and Muse rose to the 21st-largest U.S. brand by ad impressions this month from 73rd in September.

Holding onto users is another matter, but Muse is doing better there than AI rivals ChatGPT, Claude and Grok. In the U.S. it kept 30% of users after 7 days and 23% after 14, versus an average of 19% and 16% for its competitors. Daily active users hit 2.5 million for the first time on October 16, up 15% week over week.

Muse has held No. 1 on the U.S. App Store every day except October 19, when streaming app Kick briefly overtook it, and it has topped Google Play for the past 30 days. It outpaced ChatGPT's 3.7 million U.S. downloads in the same window, though ChatGPT reached about 15 million globally thanks to markets like Japan, Brazil and Germany; Muse is only available in the U.S. and Canada for now.