Meta’s Muse reportedly tops 10 million U.S. downloads in its first 40 days

TechCrunch cited Sensor Tower senior insights analyst Kara Lee, who said only 11 other apps had reached the same early U.S. threshold. The most recent was Meta’s Threads in July 2023; the others were largely mobile games.

Beyond the download total

Sensor Tower’s estimates also offer a measure of whether people kept using Muse. TechCrunch reported U.S. retention rates of 30% after seven days and 23% after 14 days, compared with rival-app averages of 19% and 16%, respectively. The firm separately estimated that Muse reached 2.5 million daily active users for the first time on Oct. 16, up 15% week over week. That daily-user figure should not be confused with cumulative downloads.

Meta was also putting a larger share of its advertising spending behind Muse. Sensor Tower estimated, according to TechCrunch, that Muse accounted for 39% of Meta’s total advertising spending in October, up from 23% in September. Those shares do not show how much Meta spent or whether advertising produced the downloads.

The geographic comparison matters, too. TechCrunch reported 3.7 million U.S. downloads for ChatGPT in its first 40 days, versus Muse’s estimated 10.2 million. ChatGPT had about 15 million global downloads in its first 40 days, compared with Muse’s 10.9 million total. At the time of the report, Muse was available only in the U.S. and Canada, so those global totals were not a like-for-like comparison.