Muse Hits 10 Million U.S. Downloads in 40 Days, Putting a…

Sensor Tower data shows Meta's personal AI agent reached 10.2 million U.S. downloads, 2.5 million daily active users, and retention above every rival — a scale that reshapes what consumer discoverability means for small merchants.

Meta’s Muse crossed 10.2 million U.S. downloads in its first 40 days, according to Sensor Tower, a pace only 11 other apps have matched since the firm began tracking in October 2015, and more than 80% of those were mobile games. A personal AI agent isn’t a mobile game. That’s the structural fact buried under the ranking.

Of Muse’s 10.9 million global downloads since the September 8 launch, 94% came from the United States. The app has held No. 1 on the U.S. App Store every day since launch except October 19, and No. 1 on Google Play across the past 30 days. On October 16 it posted 2.5 million daily active users for the first time, up 15% week-over-week.

The acquisition curve is the loudest part. ChatGPT drew 3.7 million U.S. downloads in its equivalent 40-day window and took 123 days to reach 10 million; Grok drew 500,000 and needed 211 days; Claude drew 200,000 and took 673. ChatGPT’s U.S. downloads over the past 30 days have slid 25%. Muse’s 7-day U.S. retention sits at 30% and 14-day at 23%, against ChatGPT, Claude, and Grok averages of 19% and 16%.

Some of that lift is bought. Muse accounted for 39% of Meta’s October ad spend, up from 23% in September, pushing it to the 21st-largest U.S. brand by ad impressions from 73rd. Meta’s family of apps already reaches 3.6 billion daily users, which makes distribution a decision rather than a problem.

Deutsche Bank’s Benjamin Black projects Muse could reach up to 8% of Meta’s revenue by 2030, a range running from $2.4 billion to roughly $36 billion. A Citi analysis reported by Reuters on October 6 pegged the number above $27 billion, according to PYMNTS.

The retention cliff is real: Muse drops roughly 50 percentage points from day one to day 14, against about 12 for its rivals. Still, with 2 million U.S. active users against ChatGPT’s 55 million, Muse has already inserted an agent layer between consumers and the businesses they used to find directly. That layer is the new storefront window, and the glass is tinted by whoever controls the agent.

Muse Hits 10 Million U.S. Downloads in 40 Days, Putting a Personal Agent Between B2C Businesses and Their Customers

Sources