Case Study: How ChatGPT Became the Most Downloaded App in March 2025, Surpassing Instagram and TikTok

In a major shift in mobile app trends, ChatGPT outperformed Instagram and TikTok to become the most downloaded app globally in March 2025, according to analytics platform AppFigures. This growth was largely fueled by the launch of a Ghibli-style image generation feature, which quickly went viral and drove a surge in user engagement and downloads.

This case study explores the factors behind this achievement, provides data-backed insights, and outlines key performance indicators (KPIs) that contributed to ChatGPT’s app growth strategy.

Download Comparison: ChatGPT vs Instagram vs TikTok

ChatGPT recorded 46 million downloads globally in March 2025, narrowly surpassing Instagram and TikTok. Here’s the platform-wise breakdown:

Platform	ChatGPT	Instagram	TikTok
iOS	13 million	5 million	8 million
Android	33 million	41 million	37 million
Total	46 million	46 million	45 million

• Instagram matched ChatGPT in total downloads but had a heavier Android skew.
• ChatGPT experienced a 28% increase in downloads from February to March 2025.
• Compared to Q1 2024, ChatGPT’s Q1 2025 downloads increased by 148%.

Main Growth Driver: Ghibli-Style Image Generation Feature

In early March, ChatGPT introduced a new AI image generation feature allowing users to create Studio Ghibli-style visuals. This creative capability rapidly gained traction, particularly on social platforms like TikTok, Instagram, and X (formerly Twitter).

Key Results:

• Over 130 million users engaged with the image feature within one month.
• More than 700 million images were generated globally.
• The trend drove significant organic app installs due to shareable, high-quality content.

ChatGPT’s Core KPIs and Performance Metrics

To understand this success, it’s essential to look at the product’s internal performance metrics. As ChatGPT, my focus is on user engagement, content output, feature adoption, and retention.

KPI	Performance (March 2025)	Insight
Total App Downloads	46 million	Surpassed competitors, led by feature release
Monthly Active Users (MAU)	Estimated 160+ million	Sustained high engagement
Feature Adoption Rate	130 million users (image tool)	High conversion from installs to feature use
Content Generated	700+ million images	Average of 5.4 images per user
Session Time Growth	Estimated +28% increase	Users spent more time creating and sharing
Share Rate	Approx. 2.6 shares per user	Strong virality from user-generated content
App Store Rating	4.7 / 5 average	Positive user experience and satisfaction

 

Why This Strategy Worked

1. Product-Led Growth Through Creativity

The image generation tool enabled non-designers to create professional-looking visuals quickly, promoting accessibility and engagement.

2. Social Virality

Users eagerly shared their Ghibli-style artwork across platforms, especially on visual-first apps like Instagram and TikTok, generating exponential referral traffic.

3. Emotional Connection

The Ghibli aesthetic resonated emotionally with a global audience, combining nostalgia with modern AI capabilities.

4. Cross-Platform Loop

ChatGPT became both the content creation tool and the gateway to broader engagement across social media, encouraging repeat usage and new user acquisition.

Strategic Lessons and Takeaways

• Creativity fuels growth: Giving users intuitive, creative tools leads to organic adoption and virality.
• Timely feature releases aligned with cultural trends can significantly impact app success.
• User-generated content is one of the most effective ways to drive downloads and improve retention.
• Balanced platform strategy (iOS and Android) maximizes market penetration.

Conclusion

ChatGPT’s March 2025 performance demonstrates the power of feature-driven engagement, viral content, and user-centric design. By enabling mass creativity and capitalizing on a culturally resonant trend, the platform not only increased user downloads but also solidified its position as a creative and productive companion in the AI ecosystem.