Meta AI App Sees Surge in Users and Downloads After Launch of AI Video Feed Vibes

New data from market intelligence firm Similarweb reveals a sharp rise in user engagement for Meta AI’s mobile app, with daily active users on iOS and Android surging to 2.7 million as of October 17—up from approximately 775,000 just four weeks earlier. The app’s daily downloads have also climbed, reaching 300,000 per day, compared to under 200,000 a few weeks prior. This marks a dramatic increase from the same period last year, when Meta AI’s app recorded only 4,000 daily downloads on October 17, 2024. Similarweb notes that its analysis did not detect a significant correlation with search trends or advertising activity, suggesting the growth may be driven by organic user behavior or targeted promotions on Facebook or Instagram—channels not fully captured in its data model. A likely catalyst for the surge is the launch of Meta’s Vibes feed in September, which introduced short-form, AI-generated videos directly within the Meta AI mobile app. The timing aligns closely with the spike in user numbers, with the most notable increase beginning shortly after the feature’s debut on September 25. The launch of OpenAI’s Sora video generator in late 2024 also coincided with this period, drawing widespread attention and causing a temporary spike in app downloads for the OpenAI app, which briefly reached the top of the App Store. However, Sora’s invite-only access may have created a barrier for many users, potentially driving some to seek alternative platforms. Meta AI could have benefited from this dynamic, as users unable to access Sora may have turned to Meta’s AI video feed to experience similar capabilities. This shift in user behavior is further supported by global app performance trends. As of October 17, Meta AI’s app saw a 15.58% increase in daily active users, while competitors like ChatGPT, Grok, and Perplexity reported declines of 3.51%, 7.35%, and 2.29%, respectively. The data suggests that Meta’s integration of AI-generated video content into its app may be resonating strongly with users, especially in a market where generative video tools are in high demand.