Meta's Muse Hits 10 Million U.S. Downloads, Outpacing AI Rivals
AI-generated image · US National Wire
The AI companion is leveraging Meta's massive distribution network and aggressive ad spend to secure industry-leading retention rates.
As TechCrunch first reported, Meta's AI companion, Muse, has reached 10.9 million downloads since its September debut, with 10.2 million of those occurring in the United States. Muse is one of only 12 mobile apps to ever hit the 10 million U.S. download mark during its initial 40 days of availability. Other apps to achieve this milestone include mobile games such as Pokémon GO, PUBG Mobile, and Fortnite, as well as Disney+ and Meta's own Threads.
Sensor Tower data indicates that Meta is utilizing its ecosystem of 3.6 billion daily active users to scale the app, mirroring the strategy used for Threads. Beyond internal cross-promotion, Meta is aggressively investing in external marketing. TechCrunch reports that Meta allocated 39% of its total advertising spend to Muse in October, an increase from 23% in September. Consequently, Muse rose to the 21st largest brand in the U.S. by advertising impressions in October, up from 73rd the previous month.
While global downloads for ChatGPT were higher in its first 40 days (15 million) due to wider availability in markets like Brazil, Germany, and Japan, Muse outperformed its rivals in U.S.-specific launches. ChatGPT saw 3.7 million U.S. downloads in its first 40 days, while Claude and Grok saw 200,000 and 500,000, respectively.
Beyond initial acquisition, Muse is demonstrating superior user stickiness. Sensor Tower data shows Muse achieved a 30% 7-day retention rate and a 23% 14-day retention rate in the U.S., surpassing the 19% and 16% averages seen by rivals including Grok, Claude, and ChatGPT. Active engagement is also climbing; on October 16, Muse reached 2.5 million daily active users, representing a 15% week-over-week increase.