Meta’s Muse adoption claims need different measures for accounts, downloads and use

The company reports more than 10 million US and Canadian sign-ups, while external download estimates describe a different population and activity.

Meta says more than 10 million people in the United States and Canada set up Muse accounts in roughly a month and a half. Reuters reported the statement from Mark Zuckerberg’s October 21 earnings call, where executives described the agent as an important part of the company’s future business.

The claim establishes Meta’s reported account adoption. It does not mean 10 million people use the service every day or that the agent is already profitable.

Downloads answer a different question

Sensor Tower separately estimated 10.2 million US downloads; that figure differs from Meta’s count of US and Canadian accounts.

An installation, a registered account and an active user are distinct events. The geography and measurement window also need to match before figures can be compared.

That is particularly relevant for a new assistant, where initial interest may be driven by promotion while continued use depends on whether it becomes useful in everyday tasks.

Monetisation remains a plan

On the call, Zuckerberg described building a network of users and businesses rather than charging everyone upfront. He acknowledged that Muse costs more to serve than many earlier Meta products and said monetisation would begin sooner than the company’s usual approach.

Those are management’s plans and expectations. They do not establish a realised return from the product.

The useful development is therefore more specific than a single large user number: Meta has reported rapid account creation and is explaining how it hopes to turn an agent network into a business. Subsequent evidence will need to show engagement, revenue and costs on consistent definitions. Keeping those measures separate makes the progress easier to assess without dismissing the early adoption or overstating what it proves.

Sources

- [Meta’s Muse strategy on its October21 earnings call](https://www.streetinsider.com/Reuters/Meta%2Bto%2Bissue%2Bnew%2Bclass%2Bof%2Bshares%2Bas%2Bit%2Btightens%2BAI%2Bspending%2Bforecast/27216340.html) — Reuters / Jaspreet Singh and Katie Paul - [Muse download estimates](https://techcrunch.com/2026/10/20/metas-muse-hits-10m-u-s-downloads-in-40-days-a-milestone-reached-by-only-11-other-apps/) — TechCrunch / Sensor Tower figures - [Meta October26 offering announcement — Muse company statement](https://sg.finance.yahoo.com/news/meta-announces-launch-offering-depositary-105800284.html) — Meta / issuer release