Internal documents show how many people are using Meta’s Vibes AI feed each day

• Internal documents show how Meta’s new Vibes AI video feed is performing across its biggest markets.
• The data reveals which countries are driving early growth and where usage is slipping.
• The documents also detail how people use Vibes, from prompting the AI to scrolling through videos.

Meta’s new Vibes AI feed has about 2 million daily active users as of November 9 and grew about 1% from the previous week, according to internal data viewed by Business Insider.

The numbers, which haven’t been reported before, offer an early look at how many people open the dedicated AI video feed each day.

Vibes, which Meta added to the Meta AI app in late September, just days before OpenAI debuted rival Sora, lets people create and scroll through AI-generated videos.

For comparison — and because few companies publicly break out daily active users for individual products — Meta recently said its Threads app, which launched in July 2023, has 150 million daily active users.

There are no publicly released daily active user figures for Instagram, Facebook, or OpenAI’s new Sora app this year.

Some external estimates help illustrate the broader landscape. Data provided by digital intelligence firm Similarweb to Business Insider shows that Sora, which was accessible only by invitation for most of October, had an average of roughly 110,000 daily active users that month. That number jumped to roughly 673,000 in November after OpenAI temporarily opened it up to the general public.

Meta’s wider ecosystem of apps, measured through its “family daily active people” metric, reached 3.54 billion users in September 2025, the company revealed in its latest earnings report.

Meta declined to comment. Sources familiar with Vibes told Business Insider that Vibes usage has continued to grow.

The internal data about Vibes obtained by Business Insider breaks down how people use the feed, showing where the feature is growing, where it’s lagging, and what kinds of engagement Meta tracks inside the feed.

Most of Vibes’ growth in early November came from India and Brazil, according to the documents. In India, one of Meta’s largest markets outside the US, daily active users reached 704,000, representing a 22% increase from the previous week. In Brazil, the number of daily active users reached 114,000, representing a 13% increase from the previous week.

In Europe, Vibes launched on November 6 and has pulled in 23,000 daily active users since then. The strongest uptake came from France, Italy, and Spain, with each country contributing between 4,000 and 5,000 daily active users.

Usage declined in parts of Southeast Asia. The Philippines saw the largest drop among major countries, with daily active users falling about 9% as a burst of viral videos tapered off, according to the documents. Thailand experienced a similar decline, with daily active users decreasing by about 7% compared to the previous week.

The documents show that people use Vibes differently depending on whether they’re new or returning users. New users often try both parts of the feature — scrolling through the feed and prompting the AI — while returning users tend to rely more on prompting. About 52% of returning users prompted the AI, compared to roughly 30% who scrolled through videos, according to the data.

The documents also describe how engagement varies depending on how people arrive at Vibes. About 40% of daily users opened the feed after the app directed them toward it, and this group tended to interact less, with only 38% going on to prompt the AI or scroll through videos. Even so, around 60% returned the following week, and those who did engage were more likely to return, according to the data.

Since its launch, some critics have said much of Vibes is filled with “AI slop,” including a wave of politically charged clips, many of them centered on President Donald Trump.

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