Meta’s AI companion, Muse, has recorded 10.9 million downloads since its September launch, making it one of only 12 mobile apps to reach 10 million US downloads within its first 40 days on the market.
According to new data from market intelligence firm Sensor Tower, 10.2 million of Muse’s downloads came from the United States.
Sensor Tower Senior Insights Analyst Kara Lee said only 11 other apps had achieved the milestone since mobile app tracking began. The most recent was Meta’s Threads, which reached the feat in July 2023.
Lee noted that most other apps that recorded similar post-launch growth were mobile games.
Meta’s success is partly driven by its ability to promote new apps across its existing platforms, a strategy it has used for both Threads and Muse. Threads was built around Instagram’s social network, with its content also integrated into Facebook and Instagram.
However, Muse is benefiting from more than cross-platform promotion. Meta is leveraging its family of apps, which collectively had 3.6 billion daily active users, while investing heavily in advertising to attract more users to the AI companion.
According to Sensor Tower, Meta allocated 39 per cent of its total advertising spend to promoting Muse in October, up from 23 per cent in September.
The AI companion has also climbed the rankings of brands by advertising impressions in the United States, rising to 21st place this month from 73rd in September.
