Meta AI’s mobile application has experienced a significant surge in both daily active users and app downloads, following the introduction of its new feature, the ‘Vibes’ AI video feed. According to market intelligence firm Similarweb, the app’s daily active users across iOS and Android platforms have jumped to 2.7 million as of October 17, up from approximately 775,000 just four weeks prior. Additionally, daily app installs have increased to 300,000, compared to under 200,000 in the weeks leading up to the launch.

The ‘Vibes’ Feed: A Game-Changer for Meta AI

Launched on September 25, 2025, the ‘Vibes‘ feed is a new feature within the Meta AI app that allows users to discover, create, and share short-form AI-generated videos. The feed offers a variety of content, including humorous clips, animations, and quirky videos, which users can remix with their own visuals and music. This feature aims to provide a platform for creative expression and experimentation with Meta AI’s media tools.

Impact on User Engagement and App Popularity

The introduction of the ‘Vibes’ feed has coincided with a notable increase in user engagement. The app’s daily active users have more than tripled since late September, and the number of daily downloads has seen a substantial rise. This growth suggests that the ‘Vibes’ feed has resonated with users, driving both new installations and increased usage among existing users.

Market Context and Competitive Landscape

The surge in Meta AI’s app usage comes at a time when competition in the AI video space is intensifying. OpenAI’s new short-form video app, Sora, has quickly gained popularity, topping the U.S. App Store and raising concerns about Meta’s competitiveness. Despite these challenges, Meta’s strategic focus on integrating AI-driven features like the ‘Vibes’ feed appears to be paying off, enhancing user engagement and positioning the company as a strong contender in the evolving AI landscape.