How does Muse's download speed compare to other apps?

Only 11 other apps have passed 10 million downloads within 40 days of launch, according to Sensor Tower's Kara Lee. The most recent example was Meta's Threads in July 2023.

Does Muse retain users better than ChatGPT or Claude?

Yes. Muse's 7-day retention rate is 30% and its 14-day rate is 23%, compared with an average of 19% and 16% for competing AI apps.

How much did Meta spend advertising Muse?

Meta allocated 39% of its advertising spend to promoting Muse in October 2026, up from 23% the previous month, per Sensor Tower.

Large Language ModelsAI Business & IndustryGIGAZINE AI5h agoOct 21, 2026, 13:00 JST

Muse hits 10.9 million downloads in 40 days

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3 Key Points

What happened
Sensor Tower data shows Meta's Muse AI app reached 10.9 million downloads in 40 days, including 10.2 million from US users, with 30% still active after 7 days versus 19% for rival AI apps.
Why it matters
Muse's 30% retention—above the 19% average for competing AI apps—suggests its adoption goes beyond advertising, as a fast launch can still fade if users don't stick.

WHO IT HITSMeta's AI app teams and rivals like OpenAI and Anthropic may need to reconsider their user-retention benchmarks: Muse's 7-day retention of 30% versus the competitors' 19% average suggests early engagement can shape market share among consumers choosing an AI assistant.

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Context & Analysis

Meta's Muse joins an exclusive group of apps that have crossed 10 million downloads within 40 days of launch. According to Sensor Tower senior insights analyst Kara Lee, only 11 other apps have achieved this, and the most recent example was Meta's own Threads in July 2023. Most of the others are mobile games such as Fortnite, PUBG Mobile and Pokémon GO, with Disney+ the only non-game besides Threads.

In the US market, Muse's early download pace outpaces competing AI apps: ChatGPT recorded 3.7 million US downloads in its first 40 days, Grok 500,000 and Claude 200,000. Globally, however, ChatGPT reached 15 million downloads in the same 40-day window, ahead of Muse.

Advertising has clearly played a role. Sensor Tower data shows Meta put 39% of its total ad spend behind Muse in October 2026, up sharply from 23% the previous month, and Muse ranked 21st in US ad impressions that month, up from 73rd in September. But the retention figures suggest promotion alone does not explain the downloads: Muse's 7-day retention rate of 30% and 14-day rate of 23% compare with averages of 19% and 16% for rival AI apps, indicating stronger early engagement than its competitors.

FAQ

How does Muse's download speed compare to other apps?: Only 11 other apps have passed 10 million downloads within 40 days of launch, according to Sensor Tower's Kara Lee. The most recent example was Meta's Threads in July 2023.
Does Muse retain users better than ChatGPT or Claude?: Yes. Muse's 7-day retention rate is 30% and its 14-day rate is 23%, compared with an average of 19% and 16% for competing AI apps.
How much did Meta spend advertising Muse?: Meta allocated 39% of its advertising spend to promoting Muse in October 2026, up from 23% the previous month, per Sensor Tower.

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