According to Business Insider, Meta’s Vibes AI feed has about 2 million daily active users as of November 9, growing roughly 1% from the previous week. The internal data shows India driving much of this growth with 704,000 daily users representing a 22% weekly increase, while Brazil saw 114,000 users with 13% growth. Europe only launched on November 6 and has already attracted 23,000 daily users, with France, Italy, and Spain each contributing between 4,000-5,000 users. Meanwhile, the Philippines saw a 9% decline in usage as viral video interest tapered off, and Thailand dropped about 7%. The documents reveal that about 52% of returning users prompt the AI to create videos rather than just scrolling through the feed.
Early adoption patterns
So here’s the thing about these early numbers – 2 million daily users sounds impressive until you compare it to Meta’s other products. Threads, which launched in July 2023, already has 150 million daily users. That’s 75 times larger than Vibes. But honestly, that’s not really a fair comparison since Threads is a social network while Vibes is essentially an AI toy. The more interesting comparison is with OpenAI’s Sora, which had about 110,000 daily users in October before jumping to 673,000 in November when it opened to the public. Basically, Vibes is outperforming Sora by about 3x, which probably makes Meta executives pretty happy given how much they’ve been pushing AI features.
Usage behavior insights
The internal data reveals some fascinating patterns about how people actually use this thing. New users tend to try both scrolling and prompting, but returning users heavily favor creating their own videos – 52% of them prompt the AI compared to only 30% who just scroll. That’s actually pretty significant. It suggests that once people get past the initial novelty of watching AI-generated content, they want to create their own. And about 40% of users only find Vibes because the app directs them there, which means Meta is doing some serious pushing to get people to try this feature. Those app-directed users engage less initially, but 60% of them come back the following week. The engagement seems to stick once people actually try creating videos themselves.
Geographic hotspots and cold spots
Look at the geographic breakdown and you see a really clear pattern emerging. India is absolutely crushing it with 704,000 daily users and 22% weekly growth. Brazil’s also showing strong adoption with 114,000 users growing at 13%. But Southeast Asia? Not so much. The Philippines dropped 9% and Thailand fell 7% as initial viral video interest faded. This tells me that Vibes might be following the classic pattern of new Meta features – they catch fire in emerging markets first where people are more experimental with new tech features. Europe’s numbers are still tiny since they only launched there on November 6, but France, Italy, and Spain each pulling 4,000-5,000 users in just a few days suggests there’s potential there too.
AI slop concerns
Now here’s where it gets interesting. The documents don’t mention this, but Business Insider notes that critics have been calling much of Vibes content “AI slop” – including a wave of politically charged clips centered on Donald Trump. And honestly, that tracks with what we’ve seen across AI video platforms. When you give people easy tools to generate content, a lot of what comes out is… well, slop. But the fact that returning users prefer creating over consuming suggests that maybe the creation experience itself is compelling enough to keep people coming back, even if the content quality isn’t always great. The real question is whether Meta can maintain this growth once the initial novelty wears off and people get tired of the same AI-generated tropes.
