Muse, Meta’s new AI application, has seen rapid adoption following its September 8 launch, boosted by promotion at Meta Connect and favorable early reviews praising its polished interface and capable AI model.
According to market intelligence firm Sensor Tower, Muse has accumulated more than 3.4 million downloads as of the firm’s most recent Thursday estimates; earlier in the week the app had already passed 2.5 million downloads. Sensor Tower’s figures reflect data current as of Thursday, so they may lag behind real-world adoption.
Other market trackers report similarly strong but varying totals: Apptopia estimates Muse has been downloaded 4.3 million times so far (Muse is currently available only in the U.S. and Canada), and believes 2.6 million of those installs were on iOS alone. Appfigures reports roughly 2.3 million installs as of Thursday, split almost evenly between iOS and Android.
Growth rate and user activity
Sensor Tower says the app reached an estimated 2.8 million downloads in its first two weeks on the app stores (September 8–17), and averaged 55% day-over-day download growth during that period. For context, ChatGPT averaged 24% day-over-day download growth in its first 10 days after launch, while Claude and Grok saw download growth decline during their respective launches.
Following the Meta Connect conference, Sensor Tower observed a 27% increase in daily active users on Wednesday after the event concluded.
Store rankings and availability
Muse climbed to the top of the U.S. App Store on September 18 and has retained that ranking since. It reached the top spot on the Google Play Store on September 19 and remains there. The app is currently available only in the United States and Canada.
How Meta is promoting Muse
While much of Muse’s traction appears organic, Meta has used the same cross-platform promotion approach that helped Instagram Threads grow rapidly — marketing the app to existing Facebook and Instagram users. Connor Hayes, Head of Threads at Meta, has said the company’s marketing for Muse differs from Threads: Muse promotions aim to showcase concrete actions the AI agent can do for an individual user, based on Meta’s understanding of what would be useful to them.
Sensor Tower’s data indicate Meta began running house ads for Muse on September 9, one day after launch. Within ten days, Muse accounted for the majority of house-ad promotions across Meta properties, ahead of Facebook, Instagram, and WhatsApp. Meta has also advertised Muse via mobile ad networks and on other social platforms, including Reddit, TikTok, and YouTube.
By Tuesday, September 22, Sensor Tower reported Muse ranked among the top 10 brands by advertising spend.
Still, paid promotion is not the sole driver: Sensor Tower found that ads promoting the app accounted for only about 6% of ad impressions from launch through September 19.
What this means for the market
Muse’s fast initial uptake demonstrates Meta’s ability to concentrate user attention on a new AI product when combining platform reach with targeted promotional units. However, the differing install estimates from third-party firms underscore that independent measures of total reach can vary substantially, and a clearer picture of sustained usage will depend on additional, consistent data.
