Meta's Muse Hits 10 Million US Downloads in 40 Days, Sensor Tower Data Shows
Meta's AI companion Muse crossed 10 million U.S. downloads in 40 days, outperforming early domestic download and retention metrics seen by ChatGPT, Claude, and Grok.
Meta's consumer AI companion, Muse, has crossed 10 million downloads in the United States within its initial 40 days on the market. According to figures provided by intelligence platform Sensor Tower, the application reached 10.9 million total installs following its rollout in September, with 10.2 million originating from the American market. This pace puts Muse into rare company, making it one of only 12 mobile applications in history to reach this milestone in the U.S. within that timeframe.
Massive Ad Spend and Ecosystem Scale
Sensor Tower Senior Insights Analyst Kara Lee noted that only 11 other apps have ever matched this post-launch speed, with the most recent instance being Meta’s own Threads platform in July 2023. Aside from Threads, the remaining titles to achieve this level of early scale were largely mobile games.
Meta’s distribution advantage stems in part from cross-promoting the standalone tool across its existing family of apps, which collectively captures 3.6 billion daily active users across services like Facebook and Instagram. However, marketing visibility has not relied strictly on organic cross-promotion. Sensor Tower data reveals that Meta has directed substantial capital toward advertising. In October, Meta allocated 39% of its entire promotional spend toward Muse, a marked rise from the 23% recorded in September. As a consequence, Muse climbed to the 21st position among all U.S. brands in terms of advertising impressions for October, having previously ranked 73rd in September.
Outpacing Rival AI Assistants in Retention and U.S. Adoption
Beyond rapid user acquisition, Muse is outpacing competing assistants in holding onto its audience. Sensor Tower’s findings show that the app secured a 30% retention rate at day 7 and a 23% retention rate at day 14 within the United States. In comparison, competing consumer AI applications—including ChatGPT, Claude, and Grok—averaged a 19% retention rate after seven days and 16% after fourteen days.
Engagement metrics also reflect consistent activity. On October 16, Muse’s daily active user count reached 2.5 million, marking a 15% increase compared to the prior week. The application, which performs various tasks on behalf of users, has sustained the No. 1 position on Google Play over the past 30 days and topped the U.S. App Store for nearly its entire release window, briefly yielding the top spot only to streaming platform Kick on October 19.
When evaluating pure domestic velocity, Muse significantly outperformed the early launches of other prominent AI apps. During their initial 40 days in the U.S., ChatGPT registered 3.7 million downloads, Grok reached 500,000, and Claude saw 200,000. While ChatGPT reached roughly 15 million worldwide downloads in its opening 40 days, its rollout was global, with international markets such as Japan accounting for 25% of installations alongside adoption in Germany and Brazil. In contrast, Muse's availability remains restricted solely to the United States and Canada.
What it means for developers
The rapid expansion of Muse demonstrates that consumer interest in direct AI task delegation is expanding rapidly beyond early adopters into mainstream mobile audiences. For software teams, the app's strong retention rates signal that end users are finding ongoing utility in task-oriented agents rather than treating conversational AI as a one-off novelty.
As user habits evolve alongside competing platforms like ChatGPT, Claude, and Grok, developers building custom applications need the flexibility to experiment with diverse foundational architectures. Services like Apixo (https://apixoai.online) allow developers to access leading models from OpenAI, Anthropic, and xAI through a single API key on a pay-per-token basis, helping teams benchmark performance and match the right model to their user workflows without maintaining separate enterprise contracts.
Source: Meta’s Muse hits 10M U.S. downloads in 40 days, a milestone reached by only 11 other apps — TechCrunch AI. Written by the Apixo team from that report.
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