Doubao Lost 6.1 Million MAUs in May as ByteDance's AI Monetization Push Faces Pressure
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Doubao, ByteDance's AI chatbot, shed 6.1 million monthly active users in May — a 1.81% drop and its first notable decline since launch — after its iOS App Store page revealed paid subscription pricing for the first time, exposing the timing risk of monetizing AI in China's still-free market.
How big is the user drop?
Doubao lost 6.1 million monthly active users in May, a 1.81% decline, according to data published Wednesday by Aicpb.com.
This is a rare single-month retreat since the app launched, breaking a streak of steady growth.
Even so, Doubao still leads all Chinese AI mobile apps with 330 million monthly actives.
Why did users leave now?
Aicpb.com founder Li Bangzhu tied the drop directly to Doubao's early-May update of its iOS App Store page, which disclosed paid subscription plans for the first time.
The standard tier is priced at ¥68/month or ¥688/year; the pro tier at ¥500/month or ¥5,088/year.
This means → users were not actually charged yet — they simply saw the price tag and a portion walked away.
What does this signal for ByteDance's AI monetization?
Li called the decline a "worrying signal," noting that in China's AI market, user scale "decides everything."
In plain terms = China's era of free AI services is far from over. While rivals still compete on free access, Doubao flashed a price card first — effectively pushing some users toward competitors.
This reflects a deeper tension: AI apps urgently need revenue, but user willingness to pay is nowhere near established — whoever charges first absorbs the pressure first.
Is Doubao's lead still safe?
At 330 million monthly actives, Doubao's absolute scale remains the largest among Chinese AI apps — no rival can close that gap in the short term.
But Aicpb.com data shows the nearest competitors are closing in fast.
This means → Doubao's moat is not a technology barrier but user habit — once growth momentum reverses, the window opens for chasers.
Content is for reference only, not financial advice.