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Meta subscriptions and Muse lift shares, with Instagram IAP surge
Meta says it has amassed 15 million subscriptions and trials to date, and Apptopia data show Instagram in-app purchases climbed sharply after Sept. 9.
Meta Platforms has seen its stock surge over the past several weeks, with analysts citing both its “Muse” AI agent and newer subscription tiers as potential drivers of non-advertising revenue growth, according to MarketBeat Ratings.
The outlet points to Muse becoming the most-downloaded free app on Apple’s App Store, and frames the personal AI agent as a pathway for Meta to expand beyond ads. It also notes that Meta’s “Meta One” consumer subscriptions were introduced with pricing from $2.99 to $19.99 per month, alongside business and creator plans priced from $14.99 up to $49.99 per month, with additional higher-priced tiers including an Expert plan at $149 per month and a Max plan at $499 per month.
MarketBeat Ratings adds that Meta says it has built up 15 million subscriptions and trials to date, though it cautions that this figure includes trials and an unknown price mix, making the revenue impact difficult to estimate. It estimates that if the blended price were $10 per month across 15 million users, it would equal about $1.8 billion in annual sales, small compared with Meta’s expected total revenue of more than $250 billion in 2026.
For consumer monetization signals, the outlet cites Apptopia data showing Instagram in-app purchase revenue effectively unchanged until Sept. 9, after which daily average Instagram IAP revenue rose 475% to $1.2 million, compared with $209,000 before the jump.