The OpenAI "Sora" app rapidly rises on the App Store—The main battleground for AI video generation shifts to mobile

1. What's Happening Now—The Shock of "Top in a Few Days"

OpenAI's new app "Sora" is a mobile-focused product that can generate short AI videos from text and images. Shortly after its release on the US App Store, it quickly climbed the rankings and reached the number one spot in the free rankings on October 3-4 (local time) (TechCrunch/Business Insider/Barron's). The app is available through a phased invitation system, and reports suggest that the frenzy even led to the resale of access codes. TechCrunch+2Business Insider+2

The official listing for **"Sora by OpenAI" is registered on the App Store, with descriptions such as "generate hyper-realistic videos from text and images, share and remix." The app includes social sharing features from the start, allowing users to make a **cameo appearance** in friends' works, provided there is consent for facial use. Apple+1

2. The Background of the Rapid Rise—Product × Social × Movement

On the product side, it outputs videos of around 10 seconds in a short time, supporting multiple aspect ratios such as vertical, horizontal, and square. The more detailed the prompt, the more it reflects camera work, depth of field, and subject movement. OpenAI continues to expand Sora's models and features, and the web version of Sora has mentioned generating 1080p/~20 seconds (specifications may vary at different product stages). OpenAI+1

On the social side, the use of faces with consent and video remixes support the experience of "creating with friends." This functions as a **content supply source (generation hub)** for TikTok and Instagram, leading to secondary dissemination. Barron's

On the movement side, Microsoft's Bing Video Creator launched free generation driven by Sora on mobile apps, broadening the base for "trying AI videos" among the masses. The ease with which AI videos convey their "wow factor" at a glance also supports their popularization. Bing Blogs+1

3. Competitive Landscape—How Does It Differ from Meta/Vibes, Google/Veo?

Meta is promoting video generation features like "Vibes," and Google is advancing Veo-based models, but Sora is praised for its high purity of experience in **"prompt→instant video". Its top spot on the App Store is proof of its quick start and smartphone-complete UI resonating widely. The market is likely to shift to a role division where Sora acts as a generation hub**, and existing social networks serve as distribution channels. Barron's

4. Rights and Safety—"Blocking" and "Participatory Distribution"

With rapid expansion, issues of copyright and portrait rights have come to the forefront. OpenAI has stated that it is considering means for content rights holders to block the use of characters, etc., and a revenue-sharing model upon permission. This aims to balance the "freedom to shut out" and the "freedom to participate and earn," potentially increasing connection points with the media industry. Reuters

Basic User Practices

• Avoid unauthorized use of famous characters and brands (comply with rights holders' guidelines)

• Ensure consent for facial use (opt-in from friends and participants)

• Ensure compliance with safety policies against harassment, discrimination, fraud, etc. The timing of implementing rights holder tools will be an important observation point going forward.
  Barron's+1

5. Use Cases for Creators/Businesses

Individual creators can mass-produce short study pieces and conduct A/B tests on SNS, then template successful "types." This can connect to sponsor proposals and paid preset sales.

Brands/advertising can use it for pre-visualization (video storyboards) before launch, as "seeds" for how-to and UGC campaigns, and for hybrid production combining live-action and synthesis.
Media/entertainment can effectively use it for creating short highlights such as news reenactments, live performances, and highlight "style" generation.

6. Getting Started with Sora—First 30-Minute Workflow

1. Check safety and consent settings

2. Create a set of three prototypes on the same theme (differences in composition/movement/color)

3. Optimize aspect ratio for each posting destination

4. Experiment with "your own face" differences in cameo appearances

5. Structure prompts (camera→lighting→subject→movement→texture→direction→sound) Apple

7. Business Model—Billing, Credits, and Distribution

In addition to credit billing, the ecosystem is expected to advance with features like paid rendering for high-resolution/long-duration, professional workspaces, material integration, and monetization of derivative works. By maintaining exclusivity through an invitation system while gradually opening up, it can balance maintaining a high rank and expanding its base. Barron's

8. Risks and Limitations—Diagnosing "When Things Don't Go Well"

Challenges remain in the consistency of long narratives, subtle physical behaviors, and the fidelity of hands and text. Solutions include narrowing down subjects/clarifying camera instructions/defining physical quantities/unifying vocabulary. In the Japanese market, phased introduction in line with ratings and privacy guidelines is expected. OpenAI

9. Future Checkpoints (as of October 2025)

• Concrete implementation of blocking features and distribution design for rights holders

• Phased opening from invitation system and expansion of target regions

• Generalization of long-duration, high-resolution rendering

• Competitors' follow-up (additional announcements from Meta/Google) Reuters+1

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