Meta Allocates 39% of Ad Spend to AI App Muse, Reaching 10.2M US Downloads in 40 Days with Superior Retention
Sensor Tower data reveals Meta dedicated 39% of its total advertising budget to promoting Muse in October, resulting in 10.2 million US downloads in 40 days and a 30% 7-day retention rate, outperforming rivals like ChatGPT.
ImportanceMaterialEvidenceE3 inspectableWrite-upStandard
According to data from market intelligence firm Sensor Tower, Meta's AI companion app, Muse, has achieved 10.2 million downloads in the United States within 40 days of its September launch, joining an exclusive group of apps to reach this milestone.
Meta is heavily investing in marketing to drive adoption. The data shows that in October, Meta allocated 39% of its total advertising spend to promote Muse, a significant increase from 23% in the previous month. Muse now ranks as the 21st largest brand in the U.S. by advertising impressions, up from 73rd in September.
Beyond leveraging cross-promotion across its existing family of apps like Facebook and Instagram, this intense advertising push appears to be yielding better user retention. In the U.S., Muse recorded a 30% retention rate after 7 days and 23% after 14 days. By comparison, competitors such as ChatGPT, Claude, and Grok averaged a 19% 7-day retention rate and 16% at 14 days.
While Muse has shown strong initial growth, long-term success will depend on retaining users once the novelty fades. Currently, Muse has maintained the No. 1 spot on the U.S. App Store, briefly displaced only by streaming app Kick on October 19.