Doubao’s Paid Subscription Launch: Balancing User Backlash, Cost Pressures, and Commercial Growth

Doubao’s decision to launch paid plans in early June has sparked mixed reactions. Earlier this year, when the chatbot first announced its plan to charge, some users threatened to uninstall it immediately. Third-party data later confirmed a user exodus: in May 2026, Doubao’s monthly active users fell by approximately 610,000, a 1.81% month-on-month decline, reflecting low user willingness to pay amid a crowded market of free AI alternatives.

Despite the backlash, Doubao forged ahead with its paid model, offering both free and premium tiers. The free version caters to basic needs like daily Q&A, information searches, and simple content creation, while the paid professional edition targets complex scenarios such as high-quality video generation and product design. The pricing structure includes three tiers: a standard package at 68 yuan/month (continuous subscription), an enhanced plan at 200 yuan/month, and a premium option at 500 yuan/month. Notably, the platform rolled out a 6-month student discount, providing extra free credits and exclusive rates for college students.

Comparatively, Doubao’s pricing sits in the mid-range when stacked against overseas AI tools like GPT (Go: ~54 yuan/month, Plus: ~135 yuan/month, Pro: ~677 yuan/month) and domestic competitors like Kimi (entry:49 yuan/month, professional:199 yuan/month). However, users have questioned whether Doubao’s current capabilities justify the cost—highlighted by the viral “Doubao-type personality” meme, which mocked the chatbot’s logical gaps and perfunctory responses.

The urgency to monetize stems from staggering operational costs. According to 36Kr, Doubao’s DAU exceeded 200 million after the 2026 Spring Festival, with each user interaction consuming significant computing power. Volcano Engine President Tan Dai revealed that by June 2026, the chatbot’s daily token usage reached 180 trillion—1500 times higher than its launch period and 10 times more than the previous year. LatePost reported that Doubao’s daily computing costs could reach tens of millions of yuan, while its daily revenue remains below one million yuan, creating an unsustainable gap.

Beyond subscriptions, Doubao is exploring other commercial avenues. It has integrated with Douyin Mall to offer AI-powered shopping recommendations, with features like “Ask Doubao Before Buying” allowing users to compare prices, claim coupons, and complete purchases within the chat interface. Additionally, the platform is testing a “one-click taxi” service in Beijing and Hangzhou, partnering with Cao Cao Mobility to enable ride bookings directly through the chatbot.

Competition remains fierce. Alibaba’s Qianwen, which offers free access and integrates with Taobao and Amap, may draw away cost-sensitive users. However, long-term success for Doubao hinges on improving its model’s quality, building unique service barriers, and retaining high-value users who are willing to pay for enhanced features.

Sources

• 36Kr
• LatePost
• Securities Times
• New.qq.com (LNK2026062523837100)