Meta Platforms' Muse Shows Early Momentum, Monetization Remains Unclear, Oppenheimer Says

12:45 PM EDT, 09/25/2026 (MT Newswires) -- Meta Platforms' (META) Muse has strong early adoption, but uncertain monetization raises concerns, Oppenheimer said. The investment firm said in a Thursday note that Muse saw about 340,000 US downloads per day but said even if downloads reached 500,000 per day for more than a year, 2027 revenue would rise only about 4%. This scenario assumes every downloader becomes a daily active user, no user churns, and 28% of users pay-all of which are highly unlikely, the analysts added. The company said Muse will likely rely on an agentic e-commerce business rather than subscriptions, which would require gross merchandise value larger than Walmart's (WMT) current non-grocery GMV, the analysts said, adding, "While not impossible, consumer adoption could take years." Oppenheimer reiterated its perform rating on Meta Platforms. The company's shares were down 3.8% in Friday afternoon trading. Price: 747.87, Change: -29.72, Percent Change: -3.82