After a record-shattering debut in late 2025, the Sora mobile app is indeed experiencing a significant cooldown. New data from January 2026 reveals that the initial viral hype is giving way to a more difficult retention phase as OpenAI navigates copyright hurdles and rising competition.
The decline is primarily characterized by a sharp drop in new installations and a retreat from the top of the App Store charts.
1. The Decline by the Numbers
Market intelligence from Appfigures highlights a steep downward trajectory following the app’s October 2025 peak.
| Metric | November 2025 | December 2025 | January 2026 |
| Monthly Downloads | 3.2 Million | 2.2 Million (↓ 32%) | 1.2 Million (↓ 45%) |
| Consumer Spending | ~$500,000 | $540,000 (Peak) | $367,000 (↓ 32%) |
| U.S. App Store Rank | #1 Overall | #31 Overall | #101 Overall |
Despite the drop, Sora has reached nearly 10 million cumulative downloads across iOS and Android since its launch.
2. Why the “Sora Surge” is Fading
Industry analysts point to three critical factors that have dampened the app’s momentum:
- Copyright Crackdowns: Early viral growth was fueled by “remixes” of famous movie characters and branded content. However, OpenAI’s shift from an “opt-out” to a strict “opt-in” licensing model has limited the recognizable IP users can play with, causing the novelty to wear off for casual users.
- Fierce Competition: The market is no longer OpenAI’s alone. Google Gemini (utilizing the Veo and Genie models) and Meta AI have integrated video tools directly into their larger ecosystems, currently outranking Sora on both major app stores.
- Retention Challenges: Sensor Tower data indicates that while users spend roughly 90 minutes a day on TikTok, they only average about 13 minutes on Sora. This suggests users see Sora more as a “creation tool” than a “social destination.”
3. Strategic “Pivot” with Disney
To combat the decline, OpenAI recently signed a major partnership with Disney. This allows Sora users to legally “cast” select Disney-owned characters in their AI videos. While this has stabilized some of the interest in the “Cameo” and “Characters” features, it has not yet been enough to return the app to the #1 spot.
Conclusion: From “Hype” to “Utility”
The 45% drop in January downloads doesn’t mean Sora is a failure, but it does mark the end of its “honeymoon phase.” OpenAI is now tasked with proving that Sora is more than an “AI slop” machine. The focus for 2026 appears to be shifting toward Sora 2 Pro, a higher-fidelity version aimed at professional creators who are willing to pay for consistent, high-quality results rather than just viral novelty.
