Meta’s AI assistant Muse achieved a striking milestone by surpassing 10 million downloads in the U.S. just 40 days after its launch, placing it among the select group of over a dozen apps that have reached this impressive feat. Data indicates that since its debut in September, Muse has accumulated a total of 10.9 million downloads, with the U.S. accounting for 10.2 million of those.

Previously, the majority of apps that achieved this milestone were mobile games. Among non-gaming apps, only Disney+ and Meta’s Threads have managed to accomplish this. Muse’s rapid growth can be largely attributed to its promotion across Meta’s suite of products, as well as substantial investment in advertising. In October, Meta allocated nearly 40% of its advertising budget to promoting Muse, significantly enhancing its brand ad exposure ranking in the U.S. compared to September.

In terms of user retention, Muse outperforms AI competitors like ChatGPT, with both its 7-day and 14-day retention rates in the U.S. market exceeding the industry average. On October 16, Muse’s daily active users reached 2.5 million for the first time. Since its launch, the app has consistently topped the Apple App Store charts and maintained a high ranking among the top apps in the U.S. on both the Apple and Google app stores.

In comparison, ChatGPT’s downloads in the U.S. during its first 40 days were notably lower. However, ChatGPT achieved higher global downloads during the same period. Given the differing market coverage of the two apps, a direct comparison is not entirely appropriate.