GoKawiilMeta's Muse AI app reaches 10M US downloads in 40 days
Meta's AI companion app Muse has logged 10.9 million downloads worldwide since its September launch, with 10.2 million coming from the US, according to Sensor Tower. That makes it just the 12th app ever to hit 10 million US downloads within 40 days of release, a list that includes Threads, Fortnite, PUBG Mobile, Pokémon GO and Disney+.
GoKawiil's interpretation of the reporting above, not reported fact.
The rapid growth reflects Meta's strategy of cross-promoting new apps across its 3.6-billion-user ecosystem, paired with a sharp rise in ad spending on Muse, which Sensor Tower says jumped from 23% to 39% of Meta's total ad budget between September and October. Muse's stronger early retention compared to rivals like ChatGPT, Claude and Grok could suggest Meta is finding an edge in the crowded AI companion market, though sustained engagement beyond the launch period remains unproven.
- Muse hit 10.9M downloads (10.2M in the US) within 40 days of its September launch.
- Only 11 other apps have ever reached this milestone, mostly mobile games plus Threads and Disney+.
- Muse shows higher 7-day (30%) and 14-day (23%) US retention than AI rivals, which averaged 19% and 16%.
Source: techcrunch.com — Sarah Perez, 2026-10-20
Published there as: “Meta’s Muse hits 10M U.S. downloads in 40 days, a milestone reached by only 11 other apps”
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