Meta recently launched a new feature called Vibes in the Meta AI app, allowing people to create and browse AI-generated videos. The feature appeared in late September 2025, just a few days before OpenAI introduced its competing Sora app. According to internal documents seen by Business Insider, Vibes had approximately 2 million daily active users as of November 9, 2025. This means the number of people opening the feature each day increased by 1% compared with the previous week. For comparison, Meta's Threads app, which launched in July 2023, now has 150 million daily active users. Meta's broader ecosystem of apps, such as Facebook and Instagram, reached a total of 3.54 billion daily active users in September 2025, according to its latest financial report.
Growth in Key Countries
The largest increase in Vibes users is coming from India and Brazil. In India, one of Meta's largest markets outside the US, the number of daily active users reached 704,000, up 22% from the previous week. In Brazil, the figure climbed to 114,000 daily active users, an increase of 13% compared with the previous week. These countries are therefore driving Vibes' overall growth. Meta declined to comment on the data, but sources close to Vibes told Business Insider that usage continues to grow.
Vibes only launched in Europe on November 6, 2025, and has so far attracted 23,000 daily active users. Interest is strongest in France, Italy, and Spain, with each country contributing between 4,000 and 5,000 daily active users. That is a solid start for a newly launched feature in the region.
Declines in Asia
However, Vibes is not growing everywhere. Usage has declined in Southeast Asia. The Philippines recorded the largest drop, with the number of daily active users falling by 9% as the wave of viral videos subsided. Similarly, the figure in Thailand decreased by 7% compared with the previous week.
To provide a better idea of how Vibes compares with others, data from Similarweb shows that OpenAI's Sora averaged around 110,000 daily active users in October 2025 because it was available by invitation only. In November, when it opened to the public, the figure jumped to approximately 673,000. Neither Meta nor OpenAI publicly reports daily active user figures for individual products such as Instagram, Facebook, or Sora, so these internal numbers offer a rare glimpse behind the scenes.
How the Vibes App Is Used
Internal data reveals how people engage with Vibes. New users often try both main sections – browsing the video feed and entering prompts for the AI to create content. Returning users, by contrast, focus mainly on entering prompts: 52% of them do so, while only about 30% browse videos.
It is also interesting to see how people arrive at Vibes. Around 40% of daily users open the feature after being directed there by the app itself. This group interacts less – only 38% of them then enter a prompt or browse videos. Nevertheless, about 60% of them return the following week. Those who engage more actively are even more likely to return.
Since its launch, there have been complaints that Vibes is full of so-called "AI slop," meaning low-quality or nonsensical generated clips. Many of them are politically charged, often focusing on President Donald Trump. This has sparked debates about what appears in such feeds.
