Internal documents show how many people are using Meta's Vibes AI feed each day

Meta's innovative Vibes AI feed has reached approximately 2 million daily active users as of November 9, marking a modest 1% growth from the previous week, based on internal data reviewed by Business Insider. This figure provides a rare glimpse into the engagement levels of this dedicated AI video platform, which was integrated into the Meta AI app in late September, just ahead of OpenAI's launch of its competing service, Sora. For context, Meta recently reported that its Threads app, which debuted in July 2023, boasts 150 million daily active users. In contrast, there are no publicly available daily user statistics for Instagram, Facebook, or OpenAI's Sora app for this year. However, external estimates shed light on the competitive landscape. According to digital intelligence firm Similarweb, Sora had approximately 110,000 daily active users in October, a number that surged to around 673,000 in November after the platform was opened to the general public. Meta's expansive ecosystem, evaluated through its 'family daily active people' metric, reached 3.54 billion users by September 2025, as disclosed in the company's recent earnings report. Despite these impressive figures, Meta chose not to comment on the specifics of Vibes. Insider sources revealed that usage of Vibes is steadily increasing, with internal documents detailing user engagement patterns. The growth of Vibes has been especially pronounced in India and Brazil, where daily active users surged to 704,000 (a 22% increase) and 114,000 (a 13% increase), respectively. Since its European launch on November 6, Vibes has attracted 23,000 daily users, with notable contributions from France, Italy, and Spain. Conversely, some regions in Southeast Asia have seen a decline in user engagement. The Philippines experienced a 9% drop in daily active users, attributed to a decrease in viral content, while Thailand reported a similar 7% decline. The internal data also reveals behavioral differences between new and returning users. Newcomers typically explore both scrolling through the feed and prompting the AI, whereas returning users predominantly engage through prompting, with 52% of them doing so compared to about 30% who merely scroll. User engagement varies based on the entry point into Vibes. Approximately 40% of daily users accessed the feed through app prompts, but this group showed lower interaction rates, with only 38% engaging further. Nevertheless, 60% of these users returned the following week, indicating a potential for increased engagement over time. Since its inception, Vibes has faced some criticism, with detractors describing portions of the content as filled with 'AI slop,' including numerous politically charged videos featuring former President Donald Trump.