Meta’s Muse reached 10.9 million downloads in its first 40 days. 10.2 million of those were in the US. Only 11 other apps have ever hit 10 million US downloads that fast. Most were mobile games. Disney+ and Threads were the only non-game apps to do so. Muse’s 7-day user retention in the US is 30%. Its 14-day retention is 23%. Rivals average 19% and 16% respectively. Muse hit 2.5 million daily active users on October 16. It has ranked first on the US App Store almost every day since launch. It has also topped Google Play for the past 30 days. Muse is currently available only in the US and Canada. Meta allocated 39% of its October ad spend to promote Muse. Muse ranks as the 21st largest US brand by ad impressions this month.
What changed
No prior app from Meta reached 10M US downloads in 40 days except Threads.
What it unlocks
Reaching a user base large enough to sustain network effects in an AI companion app.
- 10.9M downloads in 40 days
- 10.2M US downloads
- 30% 7-day retention rate
- 23% 14-day retention rate
Sources