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

Meta's consumer bet on its new Muse brand is showing traction. The Muse app crossed 10 million US downloads in 40 days, a milestone only 11 apps have reached that quickly. More telling than downloads is retention: 23% of users are still active after two weeks, against an industry average of about 16%. Daily active users reached 2.5 million on October 16.

The app sits on top of Meta's recent shift from the Llama brand to the Muse model family. That family now includes Muse Spark, the 30B open-weight Muse Glimmer, the 816B-parameter Muse Spark Open and, this week, the frontier-tier Muse Wonder API models. Availability is limited to the US and Canada, so these numbers come from a relatively narrow launch footprint.

Competitively, 2.5 million DAU is still small next to ChatGPT and Gemini, which count users in the hundreds of millions. But early retention above benchmark suggests Meta's distribution advantages are translating into usage rather than one-off curiosity installs. Those advantages are its social apps and its marketing reach.

The caveat is documentation confusion. Developers note that Meta AI's consumer backend is still documented as Llama 4 Scout and Maverick even as the Muse rebrand proceeds, so it's unclear which model actually powers which surface. Watch whether Meta reports Muse usage in its Q3 earnings, where investors are scrutinizing returns on AI infrastructure spending, and whether international rollout follows.