Meta’s Muse Hits 10 Million U.S. Downloads in Record Time

The rapid ascent of Muse places it in an elite category alongside Meta’s own Threads, which achieved similar growth in July 2023. While many previous apps hitting this threshold were mobile games, Muse’s trajectory reflects Meta’s aggressive cross-platform promotion. The company currently directs 39% of its total advertising spend toward the app, propelling it to the 21st largest brand in the U.S. by ad impressions this October.

Beyond initial downloads, Muse is outperforming rivals like ChatGPT, Claude, and Grok in user loyalty. It maintains a 30% retention rate after one week, significantly higher than the 19% average seen by its competitors. Daily active users peaked at 2.5 million on October 16, a 15% increase over the previous week. Although ChatGPT recorded higher global download figures during its own 40-day launch window, that app benefited from a worldwide rollout, whereas Muse remains restricted to the U.S. and Canada. Muse currently holds the top spot on both the U.S. App Store and Google Play, signaling a dominant start for Meta’s latest AI venture.