Meta’s Muse Passes 10 Million U.S. Downloads Within 40 Days

Meta’s Muse passed 10 million U.S. downloads within 40 days of launch, placing the AI agent among a dozen apps to reach that mark as its early user retention exceeded rival AI apps.

Muse has since reached an estimated 10.2 million downloads in the United States and 10.9 million worldwide since its Sept. 8 debut. It is available in the United States and Canada.

Only 11 other apps have reached 10 million U.S. downloads within 40 days. Meta’s Threads was the latest to do so, in July 2023. Threads and Disney+ were the two nongame apps among that earlier group, which consisted largely of mobile games.

Muse also drew more U.S. downloads in its first 40 days than three prominent AI competitors did in their own first 40 days. ChatGPT recorded 3.7 million U.S. downloads during that period, while Grok recorded 500,000 and Claude 200,000.

In the United States, Muse retained 30% of users after seven days and 23% after 14 days. ChatGPT, Claude and Grok averaged 19% and 16% at those points, respectively. The figures measure continued use after installation, separate from the total number of downloads.

Muse reached 2.5 million daily active users for the first time on Oct. 16, a 15% increase from a week earlier. Daily active users count people who used the app on a given day, while the download total counts installations accumulated since launch.

Meta devoted 39% of its advertising spending to Muse promotion in October to date, compared with 23% in September. Muse ranked 21st among U.S. brands by advertising impressions during October, up from 73rd the previous month.

The U.S. milestone follows an earlier estimate of more than 10.4 million total Muse downloads. Earlier coverage of a slowdown in daily downloads found an average of about 165,000 a day in the week through Oct. 7, down 8.1% from the preceding week.

Kick briefly overtook Muse on the U.S. App Store on Oct. 19. Muse regained the top position on Oct. 20 and had held the No. 1 spot on Google Play for the preceding 30 days.