Meta’s Muse hits 10M U.S. downloads in 40 days, a milestone reached by only 11 other apps

Meta's Muse app demonstrates superior user retention compared to its AI rivals, suggesting a more sticky user experience.

Meta's AI companion app, Muse, achieved 10.2 million downloads in the United States within its first 40 days of release, a significant milestone that only 11 other apps have reached. This places Muse in an exclusive group, with its closest non-game app peer being Meta's own Threads. Market intelligence firm Sensor Tower reported that Muse's success is partly attributed to Meta's strategy of cross-promoting the app across its extensive family of services, which boast 3.6 billion daily active users. Meta has also significantly increased its advertising spend on Muse, dedicating 39% of its total advertising budget in October. The app has shown stronger retention rates than AI competitors like ChatGPT, Claude, and Grok, with a 30% 7-day retention rate and a 23% 14-day retention rate in the U.S. Muse also reached 2.5 million daily active users, a 15% week-over-week increase, and has maintained a top ranking on both the App Store and Google Play.

Meta's Muse has not only achieved rapid download numbers but is also outperforming competitors in user retention, indicating a potentially more engaging AI experience. This suggests a shift in how users interact with and stick with AI applications beyond initial curiosity, with Meta leveraging its vast user base and marketing power to drive adoption. The app's performance in retention metrics like 7-day and 14-day rates, surpassing those of ChatGPT, Claude, and Grok, highlights the effectiveness of Meta's strategy in not just acquiring users but keeping them active.

The sustained high rankings on both major app stores and the growth in daily active users signal that Muse is carving out a significant space in the competitive AI assistant market. This success is amplified by Meta's substantial investment in advertising, underscoring the company's commitment to Muse as a key offering in its AI portfolio. Competitors will need to re-evaluate their user engagement and retention strategies to keep pace with Meta's impactful launch and subsequent user base growth.