Developing
Sensor Tower says its estimates are for "directional trend analysis"; Muse received 39% of Meta's October ad spend, so downloads may reflect paid promotion.
In 60 seconds
- 10.9 million worldwide downloads since September 8, with 10.2 million (94%) in the US; Muse is the 12th app to pass 10 million US downloads in 40 days since October 2015.
- 2.5 million US daily active users on October 16, up 15% week over week; seven-day retention was 30% and 14-day 23% for September installers.
- Muse received 39% of Meta's October ad spend, up from 23% in September.
- In their first 40 days, ChatGPT, Grok and Claude had 3.7 million, 500,000 and 200,000 US downloads.
Impact Layer
- What changed
- Third-party data shows Muse among the fastest US app launches, helped by Meta's own advertising.
- Why it matters
- Download counts shape expectations about consumer AI agents, but retention and ad support decide whether they last.
- Who is affected
- Marketers watching consumer AI adoption and app publishers.
- Martech stack area
- AI, Advertising
- Stack impact
- Track retention and active use, not just downloads, when assessing a new consumer AI channel.
- Business impact
- Low Panel and model estimates from Sensor Tower. There is no Meta data, no monthly active users and the article notes the steep day-one to day-14 drop-off suggests many one-time trials; that inference is PPC Land's, not Sensor Tower's.
- Related technologies
- What to watch
- Meta's own usage disclosures and retention beyond 14 days.
Sensor Tower published a three-page note, “Muse Races to 10mn US Downloads”, on October 20, 2026, according to PPC Land. Meta has not released comparable figures.
Key estimates
- 10.9 million worldwide downloads since the September 8 launch; 10.2 million (94%) in the US.
- The US passed 10 million within 40 days (September 8 to October 17), making Muse the 12th app to do so since October 2015; Threads was the most recent before it.
- 2.5 million US daily active users on October 16, up 15% week over week.
- September US installers retained at 30% after seven days and 23% after 14; day-one return was 73%.
- Muse received 39% of Meta’s October ad spend, up from 23% in September.
- In their first 40 days, ChatGPT, Grok and Claude had 3.7 million, 500,000 and 200,000 US downloads.
Method and limits
Estimates come from Sensor Tower’s panel and models and “should be used for directional trend analysis”. There is no data from Meta, no monthly active users and no absolute ad spend. Sensor Tower says Muse is “potentially experiencing outsized gains” from Meta’s ad push.
Our read
Paid promotion explains part of the rise. Watch retention, which is lower than day-one use suggests.
Sources
- PPC Land: Meta's Muse gains 10 million US downloads in 40 days, Sensor Tower finds (opens in a new tab)
Source for Sensor Tower's estimates, caveats and gaps.