What happened
Meta's Muse hit 10.2 million U.S. downloads in its first 40 days, per Sensor Tower; analyst Kara Lee said only 11 other apps have reached that mark, most recently Threads in July 2023.
Why it matters
That pace puts a Meta AI companion in rare company, and the company can market new apps across its family of services, as it did with Threads.
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Muse's debut follows a pattern Meta has used before: Threads, the last app to join this group in July 2023, was built on Instagram's social graph and integrated into Facebook and Instagram. Muse is getting similar treatment, and Sensor Tower's data shows Meta also put 39% of its total advertising spend behind Muse in October, up from 23% the prior month.
The retention figures suggest the app is holding users beyond the first download. In the U.S., Muse had a 30% seven-day retention rate and a 23% 14-day rate, compared with an average of 19% and 16% for rivals including ChatGPT, Claude, and Grok. Its daily active users reached 2.5 million for the first time on October 16, a 15% week-over-week increase.
One limit on the comparison with ChatGPT: globally, ChatGPT reached around 15 million downloads in its first 40 days, but it was available in more markets, while Muse is only in the U.S. and Canada so far. Muse has held the No. 1 rank on the U.S. App Store on all but one day since launch, when streaming app Kick briefly took the top spot on October 19.
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