Meta’s Muse has surpassed 10 million downloads in the United States within 40 days of its launch, becoming one of only a dozen apps to hit this milestone and demonstrating stronger user retention than several major AI rivals.
- Muse reached 10.2M US downloads in 40 days
- Retains 30% users at 7 days, beating competitors
- Meta dedicates 39% of October ad spend to Muse
What happened
Meta’s AI companion app Muse has achieved a remarkable milestone by hitting over 10 million downloads in the US within just 40 days of its launch in September 2026. According to Sensor Tower data, Muse has accumulated 10.9 million total installs across the US and Canada, with the vast majority in the US. This performance places Muse in a rare category of mobile apps, joining only 11 others—mostly games like Fortnite and Pokémon GO—that have reached this level of adoption so quickly.
Meta supported Muse’s swift rise by leveraging its massive user base across its apps like Facebook and Instagram, as well as through increased advertising efforts. Marketing spend for Muse jumped to 39% of Meta’s total advertising budget in October, up from 23% in September. This strategic push helped Muse top the US App Store charts and become one of the most advertised brands in the country during October.
Why it matters
Muse’s rapid download growth and sustained user retention distinguish it from other AI-powered chat and assistant apps, which often see sharp drop-offs after initial curiosity. With a 30% retention rate after one week and 23% after two weeks in the US, Muse outpaces rivals such as ChatGPT, Claude, and Grok, which average retention rates closer to 19% and 16% respectively. These figures imply that users find continuous value in Muse beyond a brief trial period.
This increased engagement suggests Meta’s AI app is positioned strongly in a competitive landscape crowded with emerging AI utilities. Muse's ability to maintain leading positions on both the Apple App Store and Google Play also demonstrates Meta’s effective blend of product appeal and promotional muscle. This success not only reinforces Meta’s pivot towards AI-driven services but signals consumer readiness to embrace AI companions integrated within established social ecosystems.
What to watch next
Looking ahead, it will be important to observe how Meta expands Muse’s availability beyond the US and Canada, potentially tapping into the global user bases where competitors like ChatGPT already have a presence. Expanding geographic reach could accelerate downloads further, but also introduce challenges around localization and competition in diverse markets.
Additionally, tracking Muse’s user retention over longer periods and any new feature rollouts will be key indicators of its staying power. Since Meta heavily prioritizes advertising Muse, shifts in marketing strategy or the entry of new AI rivals could impact user acquisition rates. Finally, how Muse integrates more deeply into Meta’s broader app ecosystem may influence its ability to maintain relevance and fend off competitors over time.