{"id":18887,"date":"2025-07-10T08:28:00","date_gmt":"2025-07-10T08:28:00","guid":{"rendered":"https:\/\/apptopia.com\/en\/insights\/nflx-msft-character-ai-and-chatgpt-are-taking-share-of-screen\/"},"modified":"2025-07-10T08:28:00","modified_gmt":"2025-07-10T08:28:00","slug":"nflx-msft-character-ai-and-chatgpt-are-taking-share-of-screen","status":"publish","type":"insight","link":"https:\/\/apptopia.com\/en\/insights\/nflx-msft-character-ai-and-chatgpt-are-taking-share-of-screen\/","title":{"rendered":"NFLX (-) \/ MSFT (-) &#8211; Character.AI and ChatGPT are taking share of screen"},"content":{"rendered":"\n<p><em>This was first published July 9, in our weekly newsletter\u00a0Apptopia Insight. To receive insights like this weekly, sign up\u00a0<a href=\"https:\/\/learn.apptopia.com\/newsletter\/\" target=\"_blank\" rel=\"noreferrer noopener\">here<\/a>.<\/em><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Users are spending more time on AI chat bots<\/li>\n\n\n\n<li>Character.AI appears to impact NFLX users<\/li>\n\n\n\n<li>ChatGPT engagement continues to rise<\/li>\n\n\n\n<li>MSFT Copilot is facing an issue<\/li>\n<\/ul>\n\n\n\n<div style=\"height:2px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>In our\u00a0<a href=\"https:\/\/apptopia.com\/en\/blog\/ai-apps-chatgpt-is-the-king-geminiis-not\/?utm_campaign=Finance%20Newsletter%20-%20Lead%20Engine&amp;utm_source=hs_email&amp;utm_medium=email&amp;_hsenc=p2ANqtz-93N_8Wajja5-Q7DvySI8mjqI2aIgu7IlSXqMhcWlfYdQ_D_9vx0WyPhMy06isP0_zp71mG\" target=\"_blank\" rel=\"noreferrer noopener\">last newsletter<\/a>\u00a0on AI Apps, we discussed how Character.AI has the best user engagement of all AI Apps (over two hours per day\u00a0and how ChatGPT dominates DAU share among AI apps (55%). Today we will look a bit more into those trends and some first potential impacts on non-AI apps.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span style=\"text-decoration: underline;\"><strong>Users are spending more time on AI chat bots<\/strong><\/span><\/h2>\n\n\n\n<p>Below is a table showing the YTD % change in time spent on some key AI apps. While some of these apps show a high growth rate because they are starting from a small base in January, the growth in engagement on these apps speaks for itself. Copilot stands out with particularly weak levels of engagement among the hyperscalers. Meanwhile DeepSeek continues to perform well.<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"555\" src=\"https:\/\/apptopia.com\/en\/wp-content\/uploads\/2025\/07\/Screenshot-2025-07-08-at-6.22.50\u202fPM-1024x555.png\" alt=\"\" class=\"wp-image-15315\" srcset=\"https:\/\/apptopia.com\/en\/wp-content\/uploads\/2025\/07\/Screenshot-2025-07-08-at-6.22.50\u202fPM-1024x555.png 1024w, https:\/\/apptopia.com\/en\/wp-content\/uploads\/2025\/07\/Screenshot-2025-07-08-at-6.22.50\u202fPM-300x163.png 300w, https:\/\/apptopia.com\/en\/wp-content\/uploads\/2025\/07\/Screenshot-2025-07-08-at-6.22.50\u202fPM-768x416.png 768w, https:\/\/apptopia.com\/en\/wp-content\/uploads\/2025\/07\/Screenshot-2025-07-08-at-6.22.50\u202fPM-1536x832.png 1536w, https:\/\/apptopia.com\/en\/wp-content\/uploads\/2025\/07\/Screenshot-2025-07-08-at-6.22.50\u202fPM.png 1776w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong><span style=\"text-decoration: underline;\">Downloading Character.AI appears to hurt engagement on NFLX<\/span><\/strong><\/h2>\n\n\n\n<p>Character.AI stands out in the table above due to the significant time spent on the app by its users &#8211; almost 2.5 hours on average per day. That is a lot of time out of their day! It needs to come from somewhere. One area it could come from is time spent on entertainment. For example, instead of watching a show, one might spend time on Character.AI instead. We tested this with NFLX, where we tracked how much time NFLX users spent on NFLX before downloading Character.AI and after downloading it.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"411\" src=\"https:\/\/apptopia.com\/en\/wp-content\/uploads\/2025\/07\/Screenshot-2025-07-08-at-6.22.57\u202fPM-1024x411.png\" alt=\"\" class=\"wp-image-15318\" srcset=\"https:\/\/apptopia.com\/en\/wp-content\/uploads\/2025\/07\/Screenshot-2025-07-08-at-6.22.57\u202fPM-1024x411.png 1024w, https:\/\/apptopia.com\/en\/wp-content\/uploads\/2025\/07\/Screenshot-2025-07-08-at-6.22.57\u202fPM-300x120.png 300w, https:\/\/apptopia.com\/en\/wp-content\/uploads\/2025\/07\/Screenshot-2025-07-08-at-6.22.57\u202fPM-768x308.png 768w, https:\/\/apptopia.com\/en\/wp-content\/uploads\/2025\/07\/Screenshot-2025-07-08-at-6.22.57\u202fPM-1536x617.png 1536w, https:\/\/apptopia.com\/en\/wp-content\/uploads\/2025\/07\/Screenshot-2025-07-08-at-6.22.57\u202fPM-2048x822.png 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>NFLX users averaged ~50 minutes per day before downloading Character.AI. However, two months after downloading it, they average ~30 minutes per day on Netflix. While Netflix probably has little to worry about from Character.AI, since the app only has about 8m MAUs, the bigger concept of AI apps encroaching on our time spent on entertainment is a worry.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong><span style=\"text-decoration: underline;\">ChatGPT engagement continues to rise<\/span><\/strong><\/h2>\n\n\n\n<p>ChatGPT not only has the most DAUs among AI apps, it also is engaging those users more and more. Below we present histograms of the average time spent per DAU on ChatGPT in June 2024 and June 2025. Notice how the percentage of users has shifted to the right, along with the average time spent.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"439\" src=\"https:\/\/apptopia.com\/en\/wp-content\/uploads\/2025\/07\/Screenshot-2025-07-08-at-6.23.06\u202fPM-1024x439.png\" alt=\"\" class=\"wp-image-15317\" srcset=\"https:\/\/apptopia.com\/en\/wp-content\/uploads\/2025\/07\/Screenshot-2025-07-08-at-6.23.06\u202fPM-1024x439.png 1024w, https:\/\/apptopia.com\/en\/wp-content\/uploads\/2025\/07\/Screenshot-2025-07-08-at-6.23.06\u202fPM-300x129.png 300w, https:\/\/apptopia.com\/en\/wp-content\/uploads\/2025\/07\/Screenshot-2025-07-08-at-6.23.06\u202fPM-768x329.png 768w, https:\/\/apptopia.com\/en\/wp-content\/uploads\/2025\/07\/Screenshot-2025-07-08-at-6.23.06\u202fPM-1536x659.png 1536w, https:\/\/apptopia.com\/en\/wp-content\/uploads\/2025\/07\/Screenshot-2025-07-08-at-6.23.06\u202fPM-2048x879.png 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>10% of ChatGPT\u2019s users now spend 30 minutes or more on the app each day, compared to 3% a year ago.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong><span style=\"text-decoration: underline;\">MSFT Copilot is facing an issue<\/span><\/strong><\/h2>\n\n\n\n<p>In the table above, one can already see that Copilot is not engaging users well. At an average of four minutes per DAU on the app, it feels like most users check it out briefly, then just move on to something else. We updated our app churn data to test that theory and we saw a confirming trend &#8211; user churn (as Apptopia measures it) has risen above 50% in June. MSFT has a problem in the AI space and, at least from a mobile perspective, seems like it is losing ground.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong><strong><span style=\"text-decoration: underline;\"><strong><strong><strong><strong><strong><strong>User churn on Copilot, ChatGPT, and Character.AI<\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/span><\/strong><\/strong><\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"545\" src=\"https:\/\/apptopia.com\/en\/wp-content\/uploads\/2025\/07\/Screenshot-2025-07-08-at-6.23.18\u202fPM-1024x545.png\" alt=\"\" class=\"wp-image-15316\" srcset=\"https:\/\/apptopia.com\/en\/wp-content\/uploads\/2025\/07\/Screenshot-2025-07-08-at-6.23.18\u202fPM-1024x545.png 1024w, https:\/\/apptopia.com\/en\/wp-content\/uploads\/2025\/07\/Screenshot-2025-07-08-at-6.23.18\u202fPM-300x160.png 300w, https:\/\/apptopia.com\/en\/wp-content\/uploads\/2025\/07\/Screenshot-2025-07-08-at-6.23.18\u202fPM-768x409.png 768w, https:\/\/apptopia.com\/en\/wp-content\/uploads\/2025\/07\/Screenshot-2025-07-08-at-6.23.18\u202fPM-1536x817.png 1536w, https:\/\/apptopia.com\/en\/wp-content\/uploads\/2025\/07\/Screenshot-2025-07-08-at-6.23.18\u202fPM-2048x1089.png 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div style=\"height:27px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Questions on the underlying data included in this analysis?<\/h2>\n\n\n\n<div style=\"height:49px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/engage.apptopia.com\/custom-research-request\" target=\"_blank\" rel=\"noreferrer noopener\">Data request<\/a><\/div>\n<\/div>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>This was first published July 9, in our weekly newsletter\u00a0Apptopia Insight. To receive insights like this weekly, sign up\u00a0here. In our\u00a0last newsletter\u00a0on AI Apps, we discussed how Character.AI has the best user engagement of all AI Apps (over two hours per day\u00a0and how ChatGPT dominates DAU share among AI apps (55%). Today we will look [&hellip;]<\/p>\n","protected":false},"author":21,"featured_media":15324,"comment_status":"closed","ping_status":"open","template":"","insight_category":[213,228],"insight_tag":[233,236],"class_list":["post-18887","insight","type-insight","status-publish","has-post-thumbnail","hentry","insight_category-app-economy","insight_category-news-reference","insight_tag-macro-trends","insight_tag-mobile-channel-check"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>NFLX (-) \/ MSFT (-) - Character.AI and ChatGPT are taking share of screen - Apptopia<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/apptopia.com\/en\/insights\/nflx-msft-character-ai-and-chatgpt-are-taking-share-of-screen\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"NFLX (-) \/ MSFT (-) - Character.AI and ChatGPT are taking share of screen - Apptopia\" \/>\n<meta property=\"og:description\" content=\"This was first published July 9, in our weekly newsletter\u00a0Apptopia Insight. 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