A New Look Into Meta’s Growing AI Video Experience
Meta’s newest experiment in generative video, Vibes, is beginning to show meaningful traction only weeks after its launch. According to internal data obtained by Business Insider, Vibes recorded about 2 million daily active users (DAUs) as of November 9, rising around 1% week-over-week. While the feature is still in its early stages, these figures offer the first detailed glimpse into how users are engaging with Meta’s dedicated AI video feed.
Launched in late September inside the Meta AI app—just days before OpenAI unveiled its competing video generator, Sora—Vibes allows people to both generate AI videos and scroll through an endless stream of AI-created clips. Although Meta has not publicly disclosed numbers for Vibes, this internal data sheds light on how rapidly the feature is expanding across global markets.
How Vibes Stacks Up Against Other Platforms
Daily active user counts are rarely broken out by tech giants for individual experimental tools, making Vibes a noteworthy exception—albeit unofficially. For comparison, Meta recently confirmed that Threads, its text-focused social app launched in July 2023, now has 150 million daily active users.
By contrast, major platforms such as Instagram, Facebook, and even OpenAI’s Sora have not released official DAU metrics this year. However, third-party estimates from Similarweb offer some context. According to data shared with Business Insider, Sora—available strictly by invitation for most of October—averaged roughly 110,000 daily active users that month. When OpenAI briefly opened access more broadly in November, Sora surged to about 673,000 daily users.
Zooming out to Meta’s full ecosystem, the company reported 3.54 billion “family daily active people” across its apps in September 2025, underscoring the vast cross-platform reach that features like Vibes can potentially tap into.
Despite inquiries, Meta declined to comment publicly on Vibes’ performance. Still, sources familiar with the project say usage has continued to trend upward.
Where Vibes Is Growing—and Where It Isn’t
Internal documents reveal that Vibes’ early success varies sharply by region.
Strong Growth in India and Brazil
The biggest gains in early November came from two of Meta’s most active global markets:
India:
704,000 daily active users
22% week-over-week growth
Brazil:
114,000 daily active users
13% week-over-week growth
These markets have long been hotspots for Meta’s rapid feature adoption, and Vibes appears to be benefiting from the same momentum.
Early Uptake in Europe
Vibes launched across Europe on November 6, quickly accumulating about 23,000 daily active users. The strongest adoption came from:
France
Italy
Spain
Each contributed between 4,000–5,000 daily users, suggesting early interest as European audiences begin exploring AI-driven video tools.
Declines in Southeast Asia
Not all markets experienced growth. Engagement dipped in several Southeast Asian countries:
Philippines: DAUs fell 9%, driven by waning interest after a week of viral videos.
Thailand: DAUs declined 7%, a similar contraction tied to slowing viral momentum.
These fluctuations highlight how heavily AI video experiences can depend on trend cycles and short-term virality.
How Users Interact With Vibes
The internal data also sheds light on how behavior differs between new and returning users.
New Users Experiment More
New users tend to explore both sides of the Vibes experience:
Scrolling through AI-generated video feeds
Prompting the AI to create their own videos
This exploratory behavior indicates curiosity and a desire to understand the tool’s capabilities.
Returning Users Prefer Prompting
Returning users show more defined habits:
52% of them use the AI prompting tool
Only 30% primarily scroll through videos
As users become familiar with Vibes, they are more likely to return specifically to generate custom content.
How Discovery Affects Engagement
About 40% of Vibes’ daily users land on the feed after the Meta AI app directs them toward it. Interestingly, this group interacts less overall—only 38% go on to prompt the AI or browse videos. Still, around 60% of them return the following week, indicating strong retention once users begin engaging.
The Content Debate: “AI Slop” and Political Clips
Since its launch, Vibes has faced criticism for being filled with low-quality videos—what some online commentators call “AI slop.” A noticeable share of this content has been politically themed, with many clips centering on Donald Trump, contributing to concerns about algorithmic amplification of sensationalized content.
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