Meta’s AI companion Muse achieved 10.9 million downloads since its September debut, reaching 10 million U.S. downloads within 40 days and joining an exclusive club of only 11 other apps to accomplish this feat. According to data from market intelligence provider Sensor Tower, the milestone highlights the rapid adoption of Meta's latest AI agent, which handles various tasks on users' behalf.
The rapid growth is driven by heavy advertising and cross-promotion across Meta's family of apps, with Meta allocating 39% of its total advertising spend to market Muse in October. Furthermore, Muse demonstrates strong user retention, achieving a 30% retention rate after 7 days and 23% after 14 days, outperforming competitors like ChatGPT, Claude, and Grok. Daily active users also hit 2.5 million on October 16, while the app maintained the top spot on the U.S. App Store for nearly every day since launch.
This milestone matters because it demonstrates how major technology companies can leverage existing ecosystems and heavy advertising to achieve unprecedented early user acquisition and retention for consumer AI applications.