In September 2025, Meta AI launched their new ‘Vibes’ AI video feed, which resulted in a significant spike in app downloads and daily active users. Similar to TikTok or Instagram Reels, the feature, which was accessible through the Meta AI app and on meta.ai, featured a dedicated feed for short-form, AI-generated videos.
The use of Meta AI’s iOS and Android mobile app has significantly increased, according to new data. The number of daily active users of the app on both platforms increased to 2.7 million as of October 17 from approximately 775,000 four weeks prior, according to a recent research by market intelligence firm Similarweb. A few weeks ago, Meta AI’s app downloads were less than 200,000 per day; now, they are up to 300,000 new downloads per day.
Just 4,000 downloads per day were made of Meta AI’s app on October 17, 2024, a year ago, for comparison.
The company claims that neither search nor advertising estimates show any known association, but it does point out that Meta might be running Instagram or Facebook ads that aren’t included in its model.
The introduction of Meta’s new Vibes feed in September, which added short-form AI-generated movies to the Meta AI mobile app, is yet another reason for the notable increase.
The data below illustrates the dramatic rise in the number of daily active users of the app on iOS and Android, which coincides with Meta AI’s September 25 launch of the Vibes feed.
OpenAI’s video generator Sora made headlines recently when users flocked to explore the new technology, propelling the app to the top of the App Store. This launch, however, might have also benefited Meta AI. It is also possible that the attention given to Sora prompted some people to try Meta AI in order to compare the two experiences, even though Similarweb claims that their data does not demonstrate cause and effect.
There is also the possibility that Sora’s invite-only status is advantageous to Meta. In other words, people who were unable to use the OpenAI app might have searched for another option to test out. This would also be an intriguing interpretation, as it implies that OpenAI’s choice to gatekeep Sora might have directly benefited its competitors.
While ChatGPT, Grok, and Perplexity witnessed decreases of 3.51%, 7.35%, and 2.29%, respectively, Meta AI’s app saw a 15.58% improvement in daily active users globally as of October 17.
In conclusion, users may find, make, and share AI-generated videos using Vibes. Users can create films by responding to text prompts, remix pre-existing footage by adding music or changing styles, and post their finished products straight to Facebook, Instagram, or the Vibes feed.
The introduction coincided with widespread public interest in AI video generating tools, probably helped by the publicity generated by OpenAI’s (at the time, invite-only) Sora video generator, which encouraged people to look for other options, such as Meta’s product.
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