Three Firms, Three Different Counts
Market intelligence firm Sensor Tower estimates Muse accumulated over 3.4 million downloads as of Thursday, following its September 8 launch. Another firm, Apptopia, places total downloads even higher at 4.3 million, with 2.6 million of those on iOS alone.
Meanwhile, Appfigures reports approximately 2.3 million installs as of Thursday, split almost evenly between iOS and Android. That’s nearly a two million download spread across three reputable firms tracking the same app. Muse is currently available only in the U.S. and Canada.
The Connect Conference Bump
The Meta Connect conference significantly boosted Muse’s visibility. Daily active users climbed 27% on Wednesday after the event, according to Sensor Tower. Before the conference, Muse was already averaging 55% day-over-day download growth on its own.
Meta announced a range of upcoming features for Muse at the event, including:
- Video chat with the Muse avatar
- Mac computer support
- Future smart glasses integrations
How Meta Is Pushing the App
Muse benefits from Meta’s extensive cross-platform promotion machine, a strategy that mirrors what worked for Instagram Threads on its way to 500 million monthly active users. Meta is marketing Muse directly to its existing Facebook and Instagram user base.
Connor Hayes, Meta’s Head of Threads, told Business Insider that Muse’s marketing differs from what worked for Threads. Muse promotions focus on showcasing AI agent utility tied to individual user interests rather than the broad social push Threads got.
Sensor Tower data shows Meta rolled out house ads for Muse starting September 9. Within ten days, Muse received more house advertising promotion across Meta’s properties than Facebook, Instagram, or WhatsApp got in the same window. Meta also advertised Muse on Reddit, TikTok, and YouTube.
Ads Aren’t Doing Most of the Work
By September 22, Muse ranked among the top 10 brands by advertising spend, according to Sensor Tower. Yet ads only account for 6% of impressions from launch through September 19, which points to strong organic traction for the AI model underneath the marketing push.
Where Muse Stands Now
Muse climbed to the top of the U.S. App Store on September 18 and has held that ranking since. It also reached the top spot on the Google Play Store on September 19. The app’s early growth curve has outpaced ChatGPT’s own launch, which averaged 24% day-over-day growth in its first ten days.
Hashlytics Take
Three analytics firms, three different totals, nearly two million downloads apart. That gap matters more than the headline number, because it shows how much “X million downloads” stories rely on estimation methodology that outlets rarely explain. The more telling data point here is the 6% ad-impression figure. If Meta’s aggressive house ad campaign is only responsible for a small slice of impressions, the app’s growth is being driven by something closer to genuine curiosity than manufactured hype, which is rarer than it sounds for a first-party Meta product.
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