# Meta directs 39% of October advertising spend to Muse as US downloads reach 10.2 million

_Published Tuesday, October 20, 2026 at 1:45 PM EDT · AI, Products · Latest · Tier 2 — Notable_

![Meta directs 39% of October advertising spend to Muse as US downloads reach 10.2 million — Primary](https://techcrunch.com/wp-content/uploads/2026/09/meta-muse-app-GettyImages-2293792137.jpg?w=1024)

Meta has allocated 39% of its October advertising spend to Muse, up from 23% in September, as the AI companion reached 10.2 million US downloads, according to Sensor Tower data reported by TechCrunch. Total downloads since its September debut reached 10.9 million.

Sensor Tower measured Muse's US retention at 30% after seven days and 23% after 14 days, compared with rival averages of 19% and 16%, respectively. Meta also markets Muse across its other services.

Muse is available only in the US and Canada, limiting comparisons with ChatGPT's broader international launch.

## Sources

- [TechCrunch](https://techcrunch.com/2026/10/20/metas-muse-hits-10m-u-s-downloads-in-40-days-a-milestone-reached-by-only-11-other-apps/)

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Canonical: https://techandbusiness.org/newswire/T_we3f0bCnrFxMovK_VQLx
Published: 2026-10-20T17:45:47.281Z
Story chronology: 2026-10-20T17:12:48.000Z
Retrieved: 2026-10-20T21:14:32.867Z
Publisher: Tech & Business (techandbusiness.org)