Meta's Muse AI App Hits 10.2M US Downloads in 40 Days, Per Sensor Tower

Meta $META's AI companion app Muse reached 10.2M US downloads and 10.9M total installs within its first 40 days after its September debut, according to market intelligence provider Sensor Tower. Only 11 other mobile apps have hit 10M US downloads in that launch window, most recently Meta's Threads in July 2023. That US launch pace outstripped rival AI apps during their first 40 days on the market, beating ChatGPT's 3.7M US downloads, Grok's 500k, and Claude's 200k. Globally, ChatGPT scaled to around 15M installs in its first 40 days across markets including Japan, Brazil, and Germany, whereas Muse is currently restricted to the US and Canada. Sensor Tower data shows Muse recorded a 30% 7-day and 23% 14-day US retention rate, outperforming the 19% 7-day and 16% 14-day averages across competing AI apps. Daily active users hit 2.5M for the first time on October 16 following a 15% week-over-week jump. Alongside cross-promotion across its 3.6B daily active users and infrastructure backed by its Prometheus gigawatt supercluster, Meta dedicated 39% of its total October advertising budget to Muse, up from 23% in September. The campaign pushed Muse from the 73rd to the 21st largest US brand by ad impressions while holding the No. 1 spot on Google Play for the past 30 days.