Muse has climbed to the number one spot on the U.S. App Store and the Google Play Store, holding both positions since mid-September. The app has gathered more than 3.4 million downloads since its launch on September 8, according to Sensor Tower.
Meta’s push
These figures do not include the surge following Meta Connect, the company’s annual developer conference held earlier this week. At the event, the social network announced new capabilities for the AI agent, such as video chat with the Muse avatar, computer control on Mac devices, a dedicated email address, and future integration with smart glasses.
Other market trackers show similar growth. Apptopia estimates total downloads at 4.3 million, with 2.6 million on iOS alone. Appfigures reports roughly 2.3 million installs, split almost evenly between iOS and Android. Muse is currently available only in the United States and Canada.
Sensor Tower data shows daily active users rose by 27% on Wednesday after the conference concluded. Before the event, the app averaged 55% day-over-day download growth between September 8 and September 17. ChatGPT averaged 24% growth over its first 10 days. Download growth for Claude and Grok declined during their respective launches.
Muse is also benefiting from cross-platform promotion. Meta markets the app to existing Facebook and Instagram users, a strategy that helped Threads reach 500 million monthly active users. Connor Hayes, head of Threads, told Business Insider that Meta’s approach differs for Muse. Threads relies on user-generated content to match user interests. For Muse, the company builds promotional units based on what the AI agent can do for a specific user, using Meta’s understanding of what would be helpful.
Meta launched house ads on September 9, a day after the app went live. Within 10 days, Muse received the majority of advertising promotions across Meta’s properties, ahead of Facebook, Instagram, and WhatsApp. The company has also begun advertising on mobile networks and social platforms including Reddit, TikTok, and YouTube. By Tuesday, September 22, Muse ranked among the top 10 brands by advertising spend, Sensor Tower said.
However, ads account for only 6% of ad impressions from launch through September 19. Most of the growth remains organic.
What it means
The app’s success shows that a polished design and a capable model can drive downloads even without a massive marketing budget. Meta’s promotional efforts have accelerated the pace, but the core product is doing the heavy lifting.
