Analyst: Meta needs 115M Muse subscribers to unlock $28B AI revenue

Meta’s newly launched AI agent, Muse, would need roughly 115 million paying subscribers at $20 per month to meaningfully move the needle on the company’s earnings, according to Oppenheimer analyst Jason Helfstein. That would translate to approximately $27.5 billion in annual revenue, assuming an 80% operating margin. For context, that subscriber count would be larger than the entire population of Japan. The trust gap and the competition problem Muse, which debuted on September 8, 2026, positions itself as a personal AI agent that can execute tasks across applications like email and travel bookings. To do that effectively, though, it needs access to your accounts, passwords, and personal data. Only 13% of surveyed US consumers said they’d be willing to share all their passwords with Meta. Then there’s the competitive landscape. ChatGPT and Gemini already have substantial footholds in the AI assistant market. Muse operates on a freemium model with three tiers. The free version offers 100 million tokens per week. The Power plan runs $20 per month with 500 million tokens. And the Maximum plan costs $100 per month, providing 3 billion tokens plus priority access. Wall Street’s more mode...