Meta's AI assistant Muse reaches 10M US downloads within 40 days

Meta's AI assistant Muse has reached 10.9 million downloads since its debut in September, including 10.2 million in the United States, according to data from market intelligence firm Sensor Tower. That makes Muse one of only 12 apps to surpass 10 million U.S. downloads within 40 days of launch.

Sensor Tower senior insights analyst Kara Lee said most previous apps to hit the milestone were mobile games such as Fortnite, PUBG Mobile and Pokémon GO. Among non-game apps, only Threads and Disney+ had previously achieved the feat. Threads was the last app to do so, in July 2023.

Muse's growth has been driven in part by Meta's cross-app promotion and paid advertising. Meta allocated 39% of its total advertising spend to Muse in October, up from 23% in September, according to Sensor Tower. By advertising impressions, Muse ranked as the 21st largest brand in the U.S. in October, up from 73rd in September. The company has also promoted Muse across its family of apps, which serves 3.6 billion daily active users.

The AI assistant is also showing stronger early retention than rivals. In the U.S., Muse posted a 30% 7-day retention rate and a 23% 14-day retention rate, compared with averages of 19% and 16% for ChatGPT, Claude and Grok. Its daily active users reached 2.5 million for the first time on October 16, up 15% week over week.

Since launch, Muse has largely held the No. 1 spot on the U.S. App Store and has ranked first on Google Play over the past 30 days. By comparison, ChatGPT saw 3.7 million U.S. downloads in its first 40 days, while Grok and Claude recorded 500,000 and 200,000, respectively.