Observed Signal · Jan 23, 2026 · Market Research · Source: OnlineMarketing.de · Impact: 3/5 · Sentiment: Positive
TikTok Leads Apps; ChatGPT Surges in State of Mobile 2026
Sensor Tower's State of Mobile 2026 analyzes global mobile app usage, noting that generative AI is the fastest-growing category while social media remains the primary hub for reach, attention, and time spent. Global figures show 5.3 trillion hours spent in apps, with nearly half in social networks. In 2025, ChatGPT topped US iPhone app downloads per AppsFlyer, while TikTok led globally in downloads, in-app revenue, and usage duration. ChatGPT posted the largest growth across all three metrics (downloads +148%, in-app revenue +254%, usage time +426%). Mini-series formats such as DramaBox and ReelShort show strong momentum, and TikTok is testing PineDrama, a short-form serialized app. Monetization shifted in 2025 with consumer app spending surpassing mobile games; game downloads declined about 7%. Gender patterns persist: women dominate social/entertainment apps; men in the US increasingly use AI apps like ChatGPT. The report signals a shift toward AI-driven routines and sustained social-media engagement, with regulatory considerations for platforms like TikTok.
Industry-wide insights into AI adoption and monetization in mobile apps.
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Key Takeaways & Evidence Grounding
- State of Mobile 2026 highlights generative AI as the fastest-growing app category; social media remains the hub for reach, attention and usage.
- ChatGPT was the top downloaded iPhone app in the US in 2025 per AppsFlyer; TikTok leads globally in downloads, in-app revenue and usage duration.
- ChatGPT grew 148% in downloads, 254% in-app revenue, and 426% in usage time in 2025.
- Consumer app spending in 2025 surpassed mobile games; game downloads fell by 7%.
- DramaBox and ReelShort are among the fastest-growing mini-series subgenres; TikTok is testing PineDrama.
Connected Companies & Entities
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Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
TikTok Stays in U.S.; ChatGPT Surges in Mobile Spending
This digest covers three updates shaping the digital platforms and AdTech landscape. First, ByteDance's TikTok is set to remain operational in the United States under binding agreements with investors including Oracle, Silver Lake, and the Emirati fund MGX; the 50/50 joint venture is expected to close around January 22. Second, OpenAI’s ChatGPT has reached USD 3 billion in global mobile consumer spend, with approximately USD 2.48 billion generated in 2025, a 408% year-on-year increase; OpenAI has also opened app submissions and introduced a directory described as an app store within ChatGPT’s tools. Third, ad-supported video-on-demand platforms are expanding catalogs, led by Tubi UK at +99%, with Rakuten TV Ireland at +43% and Pluto TV Canada at +27%, contributing to a 5% global VoD catalog growth in 2025.
ChatGPT App Reaches 1 Billion Users Faster Than TikTok
Sensor Tower data reported via Reuters that the ChatGPT mobile app surpassed one billion monthly active app users in May 2026, reaching that milestone in under three years after an iOS launch in March 2023 and an Android release in July 2023. Despite rapid consumer adoption, OpenAI is under competitive and financial pressure: the company projects $30–33 billion revenue for 2026 (HSBC analysts estimated $34B), while rival Anthropic is projected to reach roughly $45 billion and has announced plans for an IPO. Growth rates for Anthropic’s Claude have outpaced ChatGPT this year. Google is also developing ad solutions tied to AI outputs that could challenge OpenAI’s emerging advertising business. OpenAI is prioritizing Codex as a core growth area; Codex is available via AWS and in Chrome and is used by over five million weekly users.
Getting Fired, Risk and Ambition at Changemakers
The Marketing Society's Changemakers conference explored career resilience, ambition, and failure. Speakers included Laura Brown, former InStyle EIC, who discussed her layoff and the importance of personal equity separate from job titles. Sofia Hernandez, ex-TikTok executive, talked about leaving a high-powered role for health reasons and the evaporation of corporate status. Wendy Kula, now CMO of Saucony, took a year off after Nike restructure to combat burnout. Maryam Banikarim, former Hyatt CMO, stepped away at 50 to prioritize family. Sam Tomlinson, CEO of MediaSense, advocated for a 'learn fast' culture and criticized corporate risk elimination over risk management. The event focused on defining success beyond big titles and embracing failure as a growth path.
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