TechCrunch reported on Oct. 20 that Meta's AI agent app Muse has surpassed 10 million downloads in the United States 40 days after its launch.

Only 12 mobile apps, including Muse, have reached 10 million downloads within 40 days.

The report said market research firm Sensor Tower counted 10.9 million downloads for Muse since its September launch. Of those, 10.2 million came from the United States.

Kara Lee (카라 리), a senior insights analyst at Sensor Tower, said 11 apps had previously achieved the same record. The most recent case was Threads, released by Meta in July 2023. Most of the others were games such as Fortnite, Battlegrounds Mobile and Pokemon Go. The only non-game apps were Threads and Disney+.

Based on U.S. downloads during the first 40 days, Muse also outpaced rival AI apps. Over the same period, ChatGPT recorded 3.7 million downloads, Grok 500,000 and Claude 200,000. In global downloads, ChatGPT led with about 15 million.

Meta is promoting Muse through its platforms, which have 3.6 billion daily active users. It has also sharply increased advertising spending. Meta allocated 39 percent of its total ad spending in October to Muse marketing, up from 23 percent in September. Muse ranked 21st in brand standing by U.S. ad impressions this month, compared with 73rd in September.

Muse also has higher retention than rival apps. In the United States, Muse's 7-day retention rate is 30 percent and its 14-day retention rate is 23 percent. The averages for rival apps including ChatGPT, Claude and Grok were 19 percent and 16 percent, respectively. Muse daily active users reached 2.5 million for the first time on Oct. 16, up 15 percent from the previous week.

Muse is currently available only in the United States and Canada. Since launch, it has held the No. 1 spot on the U.S. App Store except for one day on Oct. 19. It lost the top spot to the streaming app Kick on Oct. 20, but returned to No. 1. It has also held the top spot on Google Play over the past 30 days.