Meta AI is having a serious moment. As of October 17, the app’s daily active users on iOS and Android skyrocketed to 2.7 million, according to new data from Similarweb. That’s a big jump from roughly 775,000 just four weeks earlier.
Installs for the app are also rapidly increasing. A few weeks ago, there were fewer than 200,000 new downloads per day, and today, they average about 300,000 new downloads per day.
The turnaround is impressive, especially given that Meta AI was barely getting noticed in late 2024, with only 4,000 daily downloads. Similarweb’s analysis found no significant changes in search or ad activity related to the rise.
However, Meta may be running internal promotions across Facebook or Instagram that aren’t reflected in the data. Whatever is causing it, the growth indicates that Meta AI is finally gaining traction with users.
But the timing of that development shows that something else is driving the boom.
The new ‘Vibes’ feed might be the lure
Meta AI launched its new Vibes feed on September 25, which seems to coincide with the surge in activity. The Vibes feed introduces short-form AI-generated films to the app, providing users with a more innovative and visually appealing experience. It’s a novel approach that makes the app feel more like a content platform than a simple chatbot.
According to Similarweb data, usage began to climb immediately after the feature launched. That’s not unexpected given that AI-generated video is one of the biggest trends right now, and Meta’s version allows users to easily experiment with it within an app they already know. It’s entertaining, shareable and most likely the primary reason the app’s user base has suddenly exploded.
Still, Meta might not be riding this wave alone.
Sora’s hype may have helped
When OpenAI’s video generator Sora 2 debuted, it dominated headlines and shot to the top of the App Store, which generated huge enthusiasm for AI videos. So, for Meta AI, maybe it was also opportune timing? Similarweb claims that their statistics can’t confirm a direct connection, but it’s easy to see curious users checking out Meta AI to compare their experiences.
The fact that Sora is invite-only is another. Those who were unable to gain access might have looked to Meta AI as a convenient substitute. If so, OpenAI’s choice to keep Sora limited may have indirectly aided Meta’s app’s success.
As of October 17, Meta AI’s daily active users were up 15.58% worldwide. By comparison, ChatGPT dropped 3.51%, Grok fell 7.35% and Perplexity slipped 2.29%. Meta’s AI push is clearly gaining momentum, and it looks like users are starting to notice.
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