Meta's Muse hits 10M US downloads in 40 days, a milestone reached by only 11 other apps

Key Points:

• Meta’s AI companion app, Muse, achieved 10.9 million downloads globally within 40 days of its September launch, with 10.2 million downloads in the U.S., placing it among only a dozen apps to reach this milestone that quickly.
• Muse’s success is attributed to Meta’s extensive marketing strategy, including leveraging its ecosystem of 3.6 billion daily active users and allocating 39% of its October ad spend to promote the app, boosting its brand ranking significantly.
• The app demonstrates strong user retention, with a 30% retention rate after 7 days and 23% after 14 days in the U.S., outperforming AI competitors like ChatGPT, Claude, and Grok.
• Muse reached 2.5 million daily active users on October 16, marking a 15% week-over-week growth, and has maintained the No. 1 position on the U.S. App Store for most days since launch, as well as leading on Google Play over the past month.
• While ChatGPT had higher global downloads (around 15 million in 40 days) due to its wider international availability, Muse’s rapid U.S. and Canada-only growth highlights Meta’s effective market penetration and user engagement.