OpenAI Plans to Integrate Sora Video Generation Into ChatGPT

OpenAI will add its Sora video generation model directly into ChatGPT, according to reporting from The Information. The move signals a strategy shift as the standalone Sora app, which launched alongside Sora 2 in September 2025, has struggled to maintain momentum despite a strong initial debut.

Current State of Sora App

The Sora app saw significant early traction when it launched but has since experienced declining user engagement. The app has fallen out of the App Store's top 100 free applications, with only a small percentage of users publicly sharing their generated videos. Interest has waned as users encountered limits on video generation volume and content types.

OpenAI currently offers Sora to API customers at $0.10 per second for 720p video generation. The standalone app provides 30 free video generations per account per day, though the company has begun monetizing through credit purchases for additional generations.

Strategic Rationale

Integrating Sora into ChatGPT could reinvigorate the feature and expand its user base significantly. OpenAI reported 900 million weekly active users in ChatGPT as of February. The company aims to grow this figure toward 1 billion through product expansion.

The standalone Sora app will remain available after integration, but the company appears to be hedging its bets on a single-app distribution strategy. OpenAI has demonstrated willingness to experiment with monetization approaches, including credit systems and exclusive content partnerships—the company recently signed a deal to enable Disney character generation in Sora and ChatGPT.

Cost and Monetization Concerns

Video generation infrastructure costs significantly impact OpenAI's economics. The company has projected spending over $225 billion on inference—the computational cost of running deployed models—between 2026 and 2030. Expanding Sora access to ChatGPT's massive user base could accelerate these expenditures unless OpenAI implements usage caps or premium pricing tiers.

The company faces a dual challenge: making video generation broadly accessible to justify ChatGPT integration while maintaining sustainable unit economics. Previous approaches, including daily free generation allowances and premium credit systems, suggest OpenAI will likely implement tiered access within ChatGPT.

What This Means

OpenAI is consolidating its product portfolio by moving specialized capabilities into its flagship application. This reduces user friction—people already using ChatGPT won't need to switch apps to generate videos. However, the integration amplifies infrastructure cost concerns at a time when OpenAI faces intense pressure to improve operating margins. The company's willingness to maintain the standalone app indicates some uncertainty about cannibalizing existing usage patterns, suggesting the integration may initially offer limited free generations or require premium ChatGPT subscriptions for full Sora access.