By Adam Levine
OpenAI's artificial-intelligence video app, Sora, made a big splash when it was released in late September.
It was the first consumer-focused AI video generator that could make compelling video clips that also included sound, like dialogue. Adoption was hot out of the gate, with over a million downloads in the first five days, even though it was only on the iOS App Store, and was available by invitation only. It dominated the App Store charts through October.
Since then, Sora has flatlined, despite opening up to all comers and listing on the Google Play Store. According to digital market research firm Similarweb, Sora daily users peaked at around a million in November and have settled into about 750,000 a day, still on a slightly downward trajectory. Once a rapidly growing novelty, Sora has stalled.
It had been the top app on the U.S. App Store, but now Sora is 33rd, and No. 7 among photo and video apps. OpenAI's ChatGPT tops the App Store charts, followed by Google's Gemini.
OpenAI's deal with Disney to license IP for Sora was announced with a lot of fanfare last week. "This is a great opportunity for the company to enable consumers to engage with our characters on what is probably the most modern of technology and media platforms today," said Disney CEO Robert Iger in a joint interview with OpenAI CEO Sam Altman.
But the agreement comes with important restrictions that may blunt any effect on Sora's user growth. Sora users will be able to integrate some Disney characters into their videos, but no actor likenesses or voices. This means users can make a video of Darth Vader, but won't be able to use James Earl Jones' voice when he speaks up. Iron Man is fair game, but not Robert Downey Jr.'s face or voice. Luke Skywalker, Princess Leah and Han Solo, as we know them from the Star Wars movies, are all off-limits.
This comes amid OpenAI's ambitious spending plans. Goldman Sachs estimated that in 2026, OpenAI will have about $20 billion in revenue, offset by $114 billion in costs, including capital expenditures. OpenAI has about $1.4 trillion in multiyear commitments, and will have to fund a lot of it from outside investors.
Write to Adam Levine at adam.levine@barrons.com
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(END) Dow Jones Newswires
December 19, 2025 12:22 ET (17:22 GMT)
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