Meta's AI companion app, Muse, has reached 10 million U.S. downloads within its first 40 days on the market, according to data from market intelligence provider Sensor Tower cited by TechCrunch.
Muse, which launched on September 8 and is available only in the United States and Canada, has logged 10.9 million downloads worldwide, with 10.2 million of those in the U.S.
Sensor Tower's Senior Insights Analyst Kara Lee said only 11 other apps have ever hit that threshold this fast, most of them mobile games like Fortnite, Pokémon GO and PUBG Mobile; the only other non-game apps to qualify were Disney+ and Meta's own Threads, which reached the mark in July 2023 after signing up more than 100 million users in its first five days.
Pushing hard
Meta is pushing Muse hard: the company has directed 39% of its total U.S. advertising spend to the app this month, up from 23% in September, lifting Muse to the 21st-largest brand in the country by ad impressions, up from 73rd.
That spending sits alongside Meta's reach across a family of apps with 3.6 billion daily active users, the same distribution advantage that helped Threads scale inside Instagram's social graph.
Retention looks stronger than rival AI apps: 30% of U.S. users remained active after seven days and 23% after 14 days, against competitor averages of 19% and 16%.
Landmark
Daily active users hit 2.5 million for the first time on 16 October, up 15% week-on-week.
Muse's 40-day U.S. download tally outpaces ChatGPT's 3.7 million, Grok's 500,000 and Claude's 200,000 over the same early window, though ChatGPT's roughly 15 million global downloads in its first 40 days still lead Muse, a gap partly explained by its wider international rollout, including Japan.
Muse has held the top spot on the U.S. App Store every day since launch except 19 October, when streaming app Kick briefly overtook it before Muse reclaimed No. 1 on Tuesday.
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