Meta's Muse is a threat to particular sellers far more than to consumption. The exposed categories are only about 3.7% of US spending, but that's roughly $830 billion a year, concentrated among streamers, publishers, gyms, carriers and insurers.

Apollo Research

Every dollar Muse saves goes to the household, while Meta charges usage tiers from free to $100 a month. Meta says it's exploring commerce revenue, likely fees when Muse moves a household to a new carrier or insurer.

Carriers and insurers would pay for those switches from customer-acquisition budgets, which are the market Muse can actually address.