Meta’s artificial intelligence app Muse has surpassed 3.4 million downloads since its launch on September 8, according to the latest estimates from Sensor Tower, benefiting from positive initial reviews and intensive promotion by Meta through Facebook, Instagram, and other platforms. The app is currently available in the United States and Canada.
Muse topped the App Store in the United States on September 18 and has remained in first place since then. It also reached the top of Google Play on September 19. Sensor Tower data indicates that daily active users increased by 27% on the Wednesday following the Meta Connect conference.
Rapid Growth Amid Differing Estimates
Market-measurement companies’ estimates of the app’s reach differ. Sensor Tower estimated the number of downloads at more than 3.4 million as of Thursday, while Apptopia raised the figure to 4.3 million, including 2.6 million downloads on iOS devices. Appfigures, meanwhile, estimated approximately 2.3 million downloads, distributed roughly equally between iOS and Android. These differences reflect the nature of estimated data, and Sensor Tower’s figures do not necessarily include the full impact of the promotion accompanying the Meta Connect conference.
During its first two weeks after launch, Muse recorded average daily download growth of 55%, compared with 24% for ChatGPT during its first ten days after launch, while download growth for Claude and Grok declined during their respective launch periods. Before the conference began, the app had reached approximately 2.8 million downloads, according to Sensor Tower estimates.
Meta Expands Promotion and Announces New Features
Meta began displaying in-house advertisements for the app on September 9, one day after its launch. Muse then became, within ten days, the app receiving the largest share of internal promotion across the company’s services, surpassing Facebook, Instagram, and WhatsApp. Meta also launched campaigns on other advertising networks and social platforms, including Reddit, TikTok, and YouTube. By September 22, the app had entered the list of the ten largest brands by advertising spending, according to Sensor Tower.
Nevertheless, advertising alone does not explain this performance; advertisements promoting Muse accounted for only about 6% of total ad impressions between its launch and September 19. This indicates that the app’s reach also benefited from visibility within app stores and early reviews, in addition to Meta’s existing user base.
What Is Changing in Practice?
During Meta Connect, the company announced upcoming features including a video conversation with the Muse character, support for computer use on Mac devices, a dedicated email address, and more partners and service connectors, in addition to plans to integrate the app with smart glasses. However, these features were announced as future plans, and the source does not specify their launch dates or availability scope.
The current significance of the news lies in the fact that Meta is not merely launching a new artificial-intelligence app; it is also using its understanding of the behavior of its service users to build promotional units that demonstrate what the smart agent can do for a particular user. This differs from promoting social apps such as Threads, where it is possible to rely more heavily on matching published content with users’ interests. The open questions concern Muse’s ability to turn rapid downloads into continued use and the extent to which its availability will expand beyond the United States and Canada.