Meta: Muse Surpasses 10 Million US Installations in 40 Days

Key Takeaways

1Muse, Meta's AI app, surpassed 10.2 million installations in the United States in 40 days

2The app shows higher retention than ChatGPT, Claude, and Grok according to Sensor Tower

3Meta allocated 39% of its advertising spend to Muse in October, ranking it 21st among brands by ad impressions in the United States

4Muse is only available in the United States and Canada, while ChatGPT reached 15 million downloads globally during the same period

Why it matters : Muse joins a very select group of apps that have reached this level of downloads so quickly, illustrating Meta's ability to promote its new products and retain users in a competitive market.

Meta's AI companion, Muse, has reached 10.2 million installations in the U.S. within 40 days, a milestone achieved by very few applications. Data from Sensor Tower indicates a retention rate higher than that of ChatGPT, Claude, and Grok, along with an unprecedented advertising push. However, Muse remains limited to the United States and Canada.

Muse Dominates App Rankings on iOS and Android

Since its launch, Muse has held the top spot in the U.S. App Store every day except for October 19, when the streaming app Kick briefly surpassed it. Muse reclaimed the top position in the App Store the following Tuesday. On Android, Muse ranked number 1 on Google Play over the past 30 days. The app reached the top of the App Store and, at one point, surpassed some metrics recorded by ChatGPT after its launch. Engagement is also on the rise: on October 16, Muse reached 2.5 million daily active users, a 15% increase from the previous week.

Retention Exceeds That of ChatGPT, Claude, and Grok

In the United States, Muse boasts a retention rate of 30% at 7 days and 23% at 14 days. The main competitors, ChatGPT, Claude, and Grok, average 19% at 7 days and 16% at 14 days, according to Sensor Tower. Muse thus outperforms its rivals in the initial weeks of use.

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Sensor Tower Records 10 Million U.S. Installations for Muse

Sensor Tower reports 10 million installations for Muse in the U.S. within 40 days, out of a total of 10.9 million since September, with 10.2 million in the country. Only 11 other applications have reached this threshold as quickly after their launch, the most recent being Threads, launched in July 2023. This milestone has primarily been achieved previously by mobile games like Fortnite, PUBG Mobile, and Pokémon GO, with Disney+ being the only non-gaming app, aside from Threads, to be included in this group. In the first 40 days in the U.S., ChatGPT reached 3.7 million downloads, Grok 500,000, and Claude 200,000.

Limited Reach and Intensive Marketing Support the Launch

Muse is currently only available in the United States and Canada, while the ChatGPT app has also benefited from markets like Japan, Brazil, and Germany; Japan accounted for 25% of its global installations during its first 40 days, totaling around 15 million worldwide. Meta relies on cross-promotion of its services to launch its applications: Threads was built on Instagram's social graph, and its content has been integrated into Facebook and Instagram. The group has 3.6 billion daily active users and has heavily invested in advertising for Muse: in October, 39% of its total advertising spend was dedicated to Muse, compared to 23% in September, allowing Muse to rise from 73rd to 21st place among brands by ad impressions in the U.S. Muse is presented as capable of handling various tasks for users.