Meta Muse Hits 10.2 Million U.S. Downloads in 40 Days
Meta’s Muse hit 10.2 million U.S. downloads in 40 days, beating AI rivals as heavy ad spending and stronger retention fueled its rapid North American launch.
Summary
Meta’s task-handling AI companion Muse recorded 10.9 million downloads after its September debut, including 10.2 million in the U.S. within 40 days. Sensor Tower Senior Insights Analyst Kara Lee said only 11 other apps have reached 10 million U.S. downloads that quickly. Threads, in July 2023, was the latest; most were games including Fortnite, PUBG Mobile and Pokémon GO, while Disney+ was the only other non-game app. Muse remains limited to the U.S. and Canada.
Meta promoted Muse across services totaling 3.6 billion daily active users and raised its share of company advertising spending from 23% in September to 39% in October. Muse climbed from 73rd to 21st among U.S. brands by October ad impressions. Its U.S. retention reached 30% after seven days and 23% after 14, versus competitor averages of 19% and 16% for apps including ChatGPT, Claude and Grok. Daily active users reached 2.5 million on October 16, up 15% week over week.
Muse ranked first on the U.S. App Store throughout its launch except October 19, when Kick briefly passed it, and reclaimed first place by October 20. It also led Google Play for the past 30 days. First 40 day U.S. downloads were 3.7 million for ChatGPT, 500,000 for Grok and 200,000 for Claude. ChatGPT led globally with about 15 million downloads because it reached more markets, including Japan, Brazil and Germany; Japan generated 25% of its early installs.
Positives
- 10.2 million U.S. downloads in 40 days placed Muse among only 12 apps ever to reach that threshold so quickly.
- 30% seven day retention exceeded the 19% average recorded by AI rivals including ChatGPT, Claude and Grok.
- 23% of Muse users remained after 14 days, compared with a 16% competitor average.
- 2.5 million daily active users on October 16 represented 15% week over week growth.
- Muse led Google Play for 30 days and topped the U.S. App Store on every launch day except October 19.
Risks & concerns
- 39% of Meta’s October advertising spending went to Muse, indicating that substantial paid promotion supported its rapid adoption.
- Muse trails ChatGPT globally, with 10.9 million downloads versus about 15 million during their respective first 40 days.
- Availability remains limited to the U.S. and Canada, while ChatGPT reached Japan, Brazil, Germany and other markets.
- Kick briefly displaced Muse from the U.S. App Store’s top position on October 19.
- Long-term retention remains unproven despite Muse outperforming rival AI apps after seven and 14 days.