Meta AI’s mobile app is witnessing remarkable growth. New data from market intelligence firm SimilarWeb shows a significant increase in daily active users across iOS and Android.
As of October 17, 2025, the app reached 2.7 million daily users, up from around 775,000 just a month earlier.
Daily downloads also surged to nearly 300,000 per day, compared to fewer than 200,000 only weeks ago.
Only one year ago, on October 17, 2024, Meta AI was attracting only about 4,000 daily downloads.
Meta’s “Vibes” Feed
A key factor behind this rise appears to be the introduction of Vibes, Meta’s new AI video feed.
The feature launched on September 25, 2025, transforming the Meta AI app from a simple chatbot into an interactive content platform.
Vibes allows users to explore, generate, and share short AI-made videos.
The format resembles familiar short-form video feeds like Instagram Reels or TikTok, but with a creative twist – every video is generated through AI.
This blend of AI and entertainment seems to have caught the public’s attention.
How “Vibes” Changed User Behavior
Before Vibes, the Meta AI app functioned primarily as a conversational assistant. Users opened it for quick answers or AI support.
After the update, they began opening it for discovery, creativity, and fun. This change is critical.
In the mobile app world, repeat engagement drives growth. The ability to create and share content gives users a reason to return. It transforms an AI tool into a digital playground.
Users report that the feature feels engaging and social. Instead of passively consuming AI content, they can remix videos, share results, and experiment freely.
This participatory approach may explain the app’s sharp rise in both downloads and daily usage.
The Context
Short videos dominate online behavior today. TikTok, YouTube Shorts, and Instagram Reels have proven that fast, scrollable content keeps audiences hooked.
By launching Vibes, Meta positioned its AI app within that trend. The timing could not have been better.
With increasing competition in the AI space, Meta’s decision to blend entertainment with AI set it apart.
Users are no longer only seeking information; they want interaction, creativity, and shareable experiences.
Competitor Benefits
Another factor may have helped Meta AI’s sudden success. Around the same period, OpenAI’s video generator, Sora, gained attention for its high-quality AI-generated clips.
However, Sora remained invite-only, limiting access to most users. This restriction may have redirected curious users toward Meta AI as an accessible alternative.
Those who wanted to test AI video generation but could not access Sora likely turned to Vibes instead.
Numbers
Recent figures confirm Meta’s momentum:
- Daily active users: 2.7 million (up from 775,000 in one month).
- Daily downloads: 300,000 (up from under 200,000).
- Downloads a year ago: only 4,000 per day.
- Competitor performance: ChatGPT down 3.5 %, Grok down 7.3 %, Perplexity down 2.3 %, while Meta AI rose 15.6 %.
Meta
Meta is repositioning Meta AI from a functional assistant into a creative platform.
This change enhances engagement and opens new revenue possibilities through in-app interaction, ad placement, and content sharing.
It also aligns with Meta’s larger ecosystem. Features developed for the Meta AI app can be integrated into Facebook and Instagram, encouraging cross-platform use.
This interconnected approach gives Meta a competitive edge that few rivals can match.
