Meta's AI companion Muse hits 10 million US downloads in 40 days

Meta's AI app Muse reached 10.9 million total downloads and 10.2 million U.S. downloads within 40 days of its September debut, joining an elite group of only 12 apps to achieve this milestone. Sensor Tower data shows Muse benefits from Meta's cross-platform marketing and dedicated ad spending, with 39% of Meta's total advertising budget allocated to Muse in October. The app also demonstrated stronger user retention than competitors, retaining 30% of U.S. users after 7 days and 23% after 14 days, compared to rivals' 19% and 16% averages.