Meta AI assistant Muse surpasses 10 million US downloads 40 days after launch
Meta's AI assistant Muse reached 10.2 million US downloads 40 days after launch and 10.9 million cumulative downloads worldwide, becoming only the 12th app to hit this milestone. Sensor Tower data shows that in October Meta allocated 39% of its ad budget to promoting Muse; its US 7-day retention rate was 30% and its 14-day retention rate was 23%, above the competitor averages of 19% and 16%. On October 16, Muse's daily active users reached 2.5 million for the first time; the app is currently available only in the US and Canada.
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The original article uses three sets of data—downloads, retention rates, and ad spend share—to illustrate how Meta leveraged its family of apps to drive traffic to its AI assistant.
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Meta AI Assistant Muse Tops 10 Million US Downloads 40 Days After Launch, a Feat Only 11 Apps Had Achieved Before
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Kara Lee, a senior insights analyst at Sensor Tower, said that only 11 other apps have so far reached this post-launch milestone, and the most recent app to do so was Meta's own Threads, in July 2023.
Lee noted that most of the other apps that reached this scale are mobile games, such as Fortnite, PUBG Mobile, and Pokémon GO. Apart from Threads, Disney+ is the only non-game app on this elite list.
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Sensor Tower data shows that in October Meta allocated 39% of its total advertising budget to promoting Muse, up from 23% the previous month. In addition, by ad impressions, Muse rose to No. 21 on the US brand rankings this month, compared with No. 73 in September.
However, promoting an app and retaining users after the hype fades are two different things. And Muse's user retention performance is better than that of AI competitors such as ChatGPT, Claude, and Grok.
In the US market, the app's 7-day retention rate is 30%, and its 14-day retention rate is 23%. By comparison, the firm's data shows that competitors have an average 7-day retention rate of 19% and a 14-day retention rate of 16%.
Muse has also reached another milestone that reflects user activity: on October 16, its daily active users reached 2.5 million for the first time, up 15% from the previous week.
This latest AI app from Meta, which can handle various tasks for users, has achieved explosive success since launch. It once topped the Apple App Store, and some metrics even exceeded ChatGPT's performance when it first launched. This new milestone once again widens the gap with competitors: ChatGPT had 3.7 million US downloads in its first 40 days, while Grok and Claude had only 500,000 and 200,000 US downloads, respectively, in the same period.
Globally, ChatGPT's downloads are higher than Muse's, at about 15 million worldwide in its first 40 days. But the two are not directly comparable, because ChatGPT targeted a broader market. Muse is currently available only in the US and Canada, while ChatGPT's app also attracted users in markets such as Japan, Brazil, and Germany (for example, in its first 40 days, Japan accounted for 25% of its global installs).
Since launch, Muse has held the No. 1 spot on the US Apple App Store rankings almost continuously, briefly surpassed only by the streaming app Kick on October 19. As of local time Tuesday, it had reclaimed the top spot. Over the past 30 days, Muse has also consistently ranked No. 1 on the Google Play Store.