Meta’s new AI companion, Muse, has logged 10.9 million total downloads since its launch in September, with 10.2 million coming from the United States. That makes it one of only twelve apps ever to hit 10 M U.S. installs within the first 40 days after release.
How Muse got there
Sensor Tower data shows Meta devoted 39 % of its October ad budget to Muse, up from 23 % the month before. The spend helped push the app to 21st place in U.S. advertising impressions, a jump from 73rd in September. Meta also cross‑promotes Muse across Facebook, Instagram and its other services, which together have 3.6 billion daily active users.
User engagement beats the competition
Muse’s early retention looks stronger than that of rivals like ChatGPT, Claude and Grok. In the U.S., 30 % of users were still active after seven days and 23 % after fourteen days, versus an average 19 % and 16 % for the competitors. Daily active users hit 2.5 million on October 16, a 15 % week‑over‑week rise.
Why it matters
For everyday users, the fast adoption means Muse is likely to become a familiar option for quick AI assistance on mobile devices. Higher retention suggests people find the app useful enough to keep it after the initial curiosity, which could shape how Meta integrates AI features into its other services. However, the long‑term staying power and privacy implications remain unclear.
