{
  "id": 15776624,
  "title": "Meta’s Muse hits 10M U.S. downloads in 40 days, a milestone reached by only 11 other apps",
  "url": "https://urgent.news/2026/10/20/metas-muse-hits-10m-u-s-downloads-in-40-days-a-milestone-reached-by",
  "topic": "tech",
  "section": "Tech",
  "published": "2026-10-20T17:12:48.000Z",
  "source": {
    "name": "TechCrunch",
    "slug": "techcrunch",
    "url": "https://techcrunch.com/2026/10/20/metas-muse-hits-10m-u-s-downloads-in-40-days-a-milestone-reached-by-only-11-other-apps/"
  },
  "original_language": "en",
  "account": "Meta's AI companion, Muse, has amassed 10.9 million downloads in just 40 days since its September launch, placing it among only 11 other apps to achieve this milestone. According to Sensor Tower's Senior Insights Analyst Kara Lee, Threads and Disney+ are the only other non-game apps to accomplish this feat. Meta's success in scaling Muse can be attributed to its marketing across various services, given its 3.6 billion daily active users. The company has allocated 39% of its advertising budget to promoting Muse in October, up from 23% in the previous month. Muse boasts superior retention rates compared to AI competitors, with a 30% retention rate after 7 days and 23% after 14 days. Despite being only available in the U.S. and Canada, Muse has held the top spot on the U.S. App Store for all but one day, reclaiming it on Tuesday.",
  "summary": "Meta's AI companion Muse has surpassed 10 million U.S. downloads in its first 40 days, joining an exclusive group of apps that includes Threads. New data also shows Muse is retaining users at higher rates than its AI rivals.",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 2,
    "also_reported_by": [
      {
        "outlet": "9to5Mac",
        "title": "Sensor Tower: Meta’s Muse app tops 10 million US downloads in 40 days",
        "url": "https://urgent.news/2026/10/20/sensor-tower-metas-muse-app-tops-10-million-us-downloads-in-40-days",
        "published": "2026-10-20T20:45:05.000Z"
      }
    ]
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}