Meta’s Muse reaches 10.9 million downloads as U.S. ChatGPT downloads fall

Muse accumulated 10.9 million downloads since its September 8 launch, according to Sensor Tower data cited by Yahoo Finance, and more than 10.2 million came from the United States.[1] TechCrunch likewise reported 10.9 million downloads since the September debut, including 10.2 million in the U.S.[2] Sensor Tower said only 11 other apps had reached 10 million U.S. downloads within 40 days, and Meta’s Threads was the most recent before Muse to hit that milestone, in July 2023.[1] TechCrunch described Muse as available in the U.S. and Canada for now, while Reuters described its initial availability as U.S.-only.[2][3]

Sensor Tower estimated that Muse reached 2.5 million daily active users for the first time on October 16.[1] Its daily active users increased 15% week over week over the seven days reported by Yahoo Finance.[1] In the U.S., Muse retained 30% of users after seven days and 23% after 14 days, versus rival-app averages of 19% and 16%.[2] Those figures add a usage measure to the download total, but they do not establish how many users will keep using the assistant or pay for it over time.[2]

TechCrunch reported that Meta allocated 39% of its total advertising spend to market Muse in October, up from 23% the previous month.[2] Muse ranked 21st among U.S. brands by advertising impressions in October, compared with 73rd in September.[2] Reuters reported that users could access Muse through a dedicated app or WhatsApp, and that Meta planned to add it to its smart glasses soon.[3] The reported rollout channels and marketing figures help explain the launch’s reach, but the download data alone does not isolate the effect of advertising from other factors.[1][2]

Reuters reported that Meta’s assistant could autonomously send emails, sell a car and book travel.[3] The report said a basic version would be free, with subscriptions priced at $20 and $100 per month for heavier usage.[3] Those details give professionals an initial basis for evaluating the product’s potential tasks and cost, but the evidence does not specify which capabilities or usage limits apply to each tier.[3] Deutsche Bank analyst Benjamin Black estimated that Muse could generate as much as 8% of Meta’s revenue by 2030, or about $36 billion in sales; his lower-end estimate was $2.4 billion in sales by 2030.[1]