Meta’s Muse hits 10M U.S. downloads in 40 days, a milestone reached by only 11 other apps
techcrunch ·
Meta’s AI companion app, Muse, has achieved a significant milestone by reaching 10 million U.S. downloads within just 40 days of its launch in September. According to Sensor Tower data, this rapid growth places Muse among only 12 mobile apps ever to reach such a post-launch benchmark, with Meta's Threads being the most recent previous example. The app's success is driven by heavy advertising investment, which accounted for 39% of Meta's ad spend in October, and integration across Meta's vast ecosystem of 3.6 billion daily active users. Muse demonstrates strong user retention, recording a 30% seven-day and 23% fourteen-day retention rate in the U.S., outperforming competitors like ChatGPT, Claude, and Grok. Daily active users reached 2.5 million on October 16, marking a 15% week-over-week increase. While ChatGPT surpassed Muse globally due to wider international availability, Muse dominates the U.S. market where it is currently exclusive alongside Canada. The app has maintained the number one spot on the U.S. App Store for nearly all days since launch, briefly losing it only to streaming service Kick. This performance highlights Muse's ability to convert initial marketing momentum into sustained engagement compared to rival AI applications.
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