OpenAI's Video Tool Sora to Be Integrated into ChatGPT, User Engagement Decline Raises Concerns

AI video generation tools are becoming a focus of multimodal competition, but user retention issues trouble manufacturers.

OpenAI recently announced integrating its video tool Sora into ChatGPT as part of its user expansion strategy. Sora, a key multimodal AI product, competes with similar tools from Meta and Google.

Launched in 2025, Sora's mobile app had high initial users but saw significant drops in downloads and spending in early 2026. Appfigures data shows 45% month-on-month drop in January installations, falling out of Apple's U.S. App Store top 100.

Despite partnering with Disney for character video generation, the collaboration didn't boost user scale. OpenAI needs to adjust strategies to face challenges.