Tech giants’ efforts to ramp up AI adoption in India may be about to hit a turning point, as companies end free promotions with hopes to convert the world’s fourth-largest economy into a windfall of paid subscribers.
India became the world’s largest market for generative AI app downloads in 2025, according to market intelligence firm Sensor Tower, widening its lead over the U.S. as installs jumped 207% year-over-year.
Companies including OpenAI, Google, and Perplexity rolled out extended free premium offers to accelerate user growth in the price sensitive market. Leading AI firms have also backed India in its push to become a global artificial intelligence hub. A major AI summit in New Delhi last week was attended by leaders including OpenAI’s Sam Altman, Anthropic’s Dario Amodei, and Alphabet CEO Sundar Pichai — a sign of the country’s growing weight in the global AI race.
Now, some of those early promotional pushes are winding down. Perplexity ended its bundled Pro offer with Indian telco Airtel in January, while OpenAI’s free ChatGPT Go access in India is no longer available, potentially setting the stage for a clearer test of how many newly acquired users convert to paying subscribers.
Despite strong download growth, India still generates a disproportionately small share of AI app revenue, accounting for about 1% of in-app purchases even as it drives roughly 20% of global GenAI app downloads, according to the Sensor Tower data shared with TechCrunch, highlighting the monetization challenge in one of the industry’s fastest-growing markets.
GenAI app adoption in India accelerated sharply through 2025, with downloads peaking in September and October at year-over-year growth rates of about 320% and 260%, respectively, according to the data. Yet the surge in usage did not fully translate into revenue gains. In November and December 2025, AI app in-app purchase revenue in India fell 22% and 18% month over month, respectively. ChatGPT’s revenue dropped even more sharply — down 33% and 32% over the same period following the November launch of free sub-$5 ChatGPT Go access — reflecting the near-term impact of aggressive promotional pushes.
ChatGPT still commands more than 60% of GenAI in-app revenue in India, meaning shifts in its pricing strategy can significantly influence overall market performance.
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Alongside promotional pushes, Sensor Tower attributed the surge in GenAI app adoption in India last year to a mix of new product launches, including the debut of platforms such as DeepSeek, Grok, and Meta AI, as well as upgrades to major chatbots like ChatGPT, Gemini, Claude, and Perplexity. Viral interest in AI-generated content also helped fuel adoption, with content creation and editing tools accounting for seven of the 20 most downloaded GenAI apps in India in 2025.
The user surge has been equally pronounced. India accounted for about 19% of the global user base of leading AI assistant apps in 2025, ahead of the U.S. at 10%, Sensor Tower said. ChatGPT continues to dominate the Indian market by monthly active users, though rivals including Google’s Gemini and Perplexity have also seen rapid growth following promotional offers. ChatGPT was the most downloaded GenAI app in India and globally in 2025, according to earlier Sensor Tower data. Earlier this month, OpenAI’s CEO said that the chatbot now has more than 100 million weekly active users in India.
The promotional push in India reflects a broader strategy by AI firms to reduce pricing friction in a highly value-conscious market, betting that early user adoption and engagement will translate into stronger long-term retention once free access periods expire, said Sneha Pandey, insights analyst at Sensor Tower.
India’s appeal lies in its massive digital base. The country has more than a billion internet users and around 700 million smartphone owners, making it one of the largest potential markets for AI services globally and a critical battleground for user growth.
Nonetheless, user engagement in India still trails more mature markets. In 2025, users of leading AI chatbot apps in the U.S. spent about 21% more time per week on the apps than their counterparts in India and logged 17% more sessions on average, per Sensor Tower.
“AI in-app revenues will likely see meaningful but gradual improvement as users become more deeply integrated into these platforms, making sustained engagement paramount,” Pandey told TechCrunch.
She added that pricing pressure in India is likely to remain elevated given the country’s young and value-conscious user base, making lower-cost tiers, telecom bundles, and micro-transaction models important for long-term retention.
ChatGPT remained the clear market leader in India entering 2026, with 180 million monthly active users in January, per Sensor Tower, followed by Google’s Gemini with 118 million, Perplexity with 19 million, and Meta AI with 12 million. The figures underline both the scale of India’s AI opportunity and the growing challenge for firms to convert rapid user adoption into sustained revenue.
Google, OpenAI, and Perplexity did not respond to requests for comments.
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![‘House of the Dragon’ Season 3 Will Bring the Equivalent of Nuclear War to Westeros
We’re just a few weeks away from the return of House of the Dragon, and all signs point to the bloodiest, most destruction-heavy season yet. The marketing thus far has screamed “war” and “agony“; the show’s co-creator and showrunner, Ryan Condal, has promised “arguably the craziest episode of television ever” with the season-opening Battle of the Gullet. At the recent ATX TV Festival, he again emphasized how wild the Dance of the Dragons is going to get, going so far as to use nuclear war as a comparison. As reported by Deadline, Condal spoke about how many practical effects are involved in the first episode of season three, which will vividly bring the seafaring excitement to life. However, there’s another element to Westeros warfare of this period that goes well beyond ships firing on each other: those Targaryen dragons blazing at each other in the sky. “There is a lot of dragon action,” Condal teased. “There are new ones that we haven’t really spent any time with at all that you’ll be very excited to see, and some old favorites come back in and get lots of exciting screen time and action.”
When dragons are involved, that raises the stakes to a new level, which Condal used the language of nuclear war to describe: “mutually assured destruction.” It’s something we didn’t see in Game of Thrones, which did have some dragons in play, of course, but not on the level of the battle-ready beasts that populate House of the Dragon.
“I think the thing this show contends with that the original Game of Thrones did not contend with, at least until the very end, is this idea of there are nuclear weapons in play, and there are nuclear weapons in play on both sides,” he explained. “So really you have this classic Cold War standoff of mutually assured destruction. Of course, the characters in the show would not have those words, but we as a modern audience that can see that [do].” In season two, as the Dance of the Dragons was getting underway, “Nobody wants to make the big move that is going to break down the wrath of [the dragon] Vhagar or Daemon, because they realize that if it goes too far, you could just have ash left over,” Condal said. “But, of course, that builds and builds and builds, and at some point the cork comes off the champagne bottle, and that’s where we begin here in season three.”
Spoiler alert: Westeros itself does survive, since it’s still around for Game of Thrones several generations later. But we can assume a lot of castles and landscape and people and dragons won’t be making it through this clash of Targaryens. House of the Dragon season three begins June 21 on HBO. Want more io9 news? Check out when to expect the latest Marvel, Star Wars, and Star Trek releases, what’s next for the DC Universe on film and TV, and everything you need to know about the future of Doctor Who. #House #Dragon #Season #Bring #Equivalent #Nuclear #War #WesterosGame of Thrones,HBO,House of the Dragon ‘House of the Dragon’ Season 3 Will Bring the Equivalent of Nuclear War to Westeros
We’re just a few weeks away from the return of House of the Dragon, and all signs point to the bloodiest, most destruction-heavy season yet. The marketing thus far has screamed “war” and “agony“; the show’s co-creator and showrunner, Ryan Condal, has promised “arguably the craziest episode of television ever” with the season-opening Battle of the Gullet. At the recent ATX TV Festival, he again emphasized how wild the Dance of the Dragons is going to get, going so far as to use nuclear war as a comparison. As reported by Deadline, Condal spoke about how many practical effects are involved in the first episode of season three, which will vividly bring the seafaring excitement to life. However, there’s another element to Westeros warfare of this period that goes well beyond ships firing on each other: those Targaryen dragons blazing at each other in the sky. “There is a lot of dragon action,” Condal teased. “There are new ones that we haven’t really spent any time with at all that you’ll be very excited to see, and some old favorites come back in and get lots of exciting screen time and action.”
When dragons are involved, that raises the stakes to a new level, which Condal used the language of nuclear war to describe: “mutually assured destruction.” It’s something we didn’t see in Game of Thrones, which did have some dragons in play, of course, but not on the level of the battle-ready beasts that populate House of the Dragon.
“I think the thing this show contends with that the original Game of Thrones did not contend with, at least until the very end, is this idea of there are nuclear weapons in play, and there are nuclear weapons in play on both sides,” he explained. “So really you have this classic Cold War standoff of mutually assured destruction. Of course, the characters in the show would not have those words, but we as a modern audience that can see that [do].” In season two, as the Dance of the Dragons was getting underway, “Nobody wants to make the big move that is going to break down the wrath of [the dragon] Vhagar or Daemon, because they realize that if it goes too far, you could just have ash left over,” Condal said. “But, of course, that builds and builds and builds, and at some point the cork comes off the champagne bottle, and that’s where we begin here in season three.”
Spoiler alert: Westeros itself does survive, since it’s still around for Game of Thrones several generations later. But we can assume a lot of castles and landscape and people and dragons won’t be making it through this clash of Targaryens. House of the Dragon season three begins June 21 on HBO. Want more io9 news? Check out when to expect the latest Marvel, Star Wars, and Star Trek releases, what’s next for the DC Universe on film and TV, and everything you need to know about the future of Doctor Who. #House #Dragon #Season #Bring #Equivalent #Nuclear #War #WesterosGame of Thrones,HBO,House of the Dragon](https://gizmodo.com/app/uploads/2026/05/house-of-the-dragon-battle-of-the-gullet-1280x853.jpg)
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