Internal documents show how many people are using Meta's Vibes AI feed each day (www.businessinsider.com)

Internal documents reviewed by Business Insider show Meta’s new Vibes AI video feed reached roughly 2 million daily active users (DAU) as of Nov. 9, up about 1% week-over-week, offering a rare, early snapshot of adoption for an individual AI product. Growth is concentrated in India (704,000 DAU, +22%) and Brazil (114,000, +13%), while Europe’s Nov. 6 launch pulled in about 23,000 DAU (France, Italy and Spain contributing 4–5k each). Some Southeast Asian markets cooled—Philippines down ~9%, Thailand ~7%. For context, Meta’s Threads app reports 150 million DAU and Meta’s family MAU metric hit 3.54 billion; OpenAI’s Sora was estimated at ~110k DAU in October and ~673k after broader access in November. The documents also reveal how people interact with Vibes: returning users prompt the AI more (about 52% prompt vs ~30% who simply scroll), while 40% of sessions begin after the app nudges users toward the feed—those users engage less (only 38% go on to prompt or scroll) but show ~60% week-to-week retention if they do engage. These signals matter technically and product-wise: prompting-driven engagement suggests generative workflows are sticky for repeat users, but uneven regional uptake and complaints about low-quality or politically charged “AI slop” highlight moderation, model-quality, and retention challenges as Meta scales Vibes and competes with other generative-video entrants.