Meta’s Muse AI app edges toward 2 million daily users, but analysts see limited revenue impact before 2028

Meta’s AI-powered video and image tool Muse is gaining traction with users, even as Wall Street remains focused on when (and how) the feature will pay off financially. A recent market report says Muse is nearing 2 million daily users after it has recorded more than 3 million downloads.

The report frames those usage milestones as encouraging, but it also highlights the gap between early adoption and revenue generation. While Muse appears to be building an active audience, the market post indicates that Bank of America does not expect Muse to drive meaningful revenue for Meta before 2028.

In particular, the analysis cited in the report suggests investors should not count on near-term monetization through Meta’s core business lines that include advertising, subscriptions, and commissions. The emphasis is on timing, not feasibility, with the view that Muse’s contribution will likely be limited in the years immediately ahead.

The distinction matters because Meta’s revenue model is still heavily concentrated in advertising, with additional income streams that can include app-related fees and other platform commissions. New AI products can expand engagement, but the market typically waits for evidence that usage translates into measurable business impact.

From a product standpoint, Muse represents Meta’s push to bring generative AI experiences into consumer-facing apps. As users spend time creating or interacting with AI-generated content, Meta could eventually connect that engagement to monetization mechanisms such as targeted advertising, paid tiers, or transactional fees. In the near term, however, the report’s cited analyst perspective suggests the path from engagement to revenue is likely longer than some investors may hope.

The report also implies that investors are beginning to think about Muse less as a theoretical AI showcase and more as a developing distribution channel with quantifiable adoption. Daily users approaching the 2 million mark, after downloads above 3 million, can be an indicator of retention and repeat usage, which is often a prerequisite for turning AI experiments into scalable products.

Still, the public information available in the market report is limited. It does not provide detailed metrics such as geographic breakdowns, revenue contribution, retention curves, average user session behavior, or how Muse is performing relative to other AI offerings. It also does not specify whether Meta has set explicit performance targets for Muse, or whether any monetization experiments are already underway.

What to watch next is whether Muse’s daily user growth accelerates and whether Meta discloses additional details about monetization plans. Investors will likely focus on indicates tied to the timeline Bank of America referenced, including any changes in how Muse is packaged, priced, or integrated into Meta’s advertising ecosystem. Until then, usage milestones may continue to matter mainly as context for future revenue expectations rather than as a current earnings driver.