TikTok parent ByteDance plans tiered subscriptions for AI chatbot Doubao

ByteDance, the Chinese tech giant behind TikTok, is introducing paid subscriptions for its AI chatbot Doubao, marking a shift toward monetization as user demand and operational costs surge. The company announced tiered pricing—68 yuan (S$13), 200 yuan, or 500 yuan—for premium features, including complex tasks like data analysis, video production, and slide creation. A free version will remain available, though the subscription model is still in testing, with no confirmed launch date. Doubao’s user base has exploded, reaching 345 million monthly active users in March 2026, more than double Alibaba’s Qwen (166 million) and DeepSeek’s chatbot (127 million), according to QuestMobile. The platform’s daily token consumption doubled in March alone as users performed compute-heavy tasks, straining ByteDance’s resources. Analysts attribute the subscription push to unsustainable costs, with ByteDance needing revenue to offset rising demand. The move mirrors past challenges in China’s AI market, where Baidu’s attempt to charge for its Ernie Bot in late 2023 failed amid competition from free alternatives like DeepSeek. Social media reactions to Doubao’s subscription plans have been mixed, with some users vowing to switch to free competitors if forced to pay. However, ByteDance’s decision signals confidence in Doubao’s ability to retain users despite potential backlash. ByteDance’s marketing blitz during Chinese New Year, including Doubao’s prominent placement during the Spring Festival Gala, contributed to its rapid growth, with monthly active users surging by 100 million in Q1 2026. The company’s willingness to risk user attrition by introducing fees suggests long-term faith in its product’s dominance. Yet, skepticism persists about whether Chinese consumers will accept paid AI services after recent failures in the space.