AI Chat App 'zeta' Ranks 1st in Total Usage Time for Entertainment Apps in Japan

ScatterLab Inc., operator of the AI fiction platform 'zeta,' where users co-create stories through dialogue with characters, announced it has secured the top spot (Note 1) in the total usage time ranking for the entertainment category in Japan (iOS and Android combined) for April 2026, outperforming major services including Netflix.

Note 1: Based on a survey conducted by the mobile app market analysis service 'App Ape' (https://en.appa.pe/) for April 2026 (April 1–April 30) regarding the total usage time for apps in the entertainment category in Japan (iOS and Android combined).

Achieving Higher Total Usage Time than Netflix

The April 2026 survey by App Ape revealed that 'zeta' ranked first in total usage time within the entertainment category in Japan.

This achievement surpasses major domestic and international video streaming services such as Netflix, TVer, Prime Video, and U-NEXT. It indicates that the interactive, highly immersive experience—where users move beyond passive content consumption to actively craft stories through dialogue with AI characters—has deeply penetrated the Japanese market.

Daily Usage Averaging Around 4 Hours During Golden Week

Company analysis (Note 2) showed that users spent a significant amount of time on zeta during the long holiday period. The weekly total usage time (WTS) exceeded 27 hours, meaning users enjoyed the app for about 4 hours per day on average.

Additionally, the weekly active user count (WAU) in Japan surpassed 750,000, evidence of deep engagement from many users.

Note 2: Calculated based on the company's service usage data during the 2026 Golden Week period, from May 4 to May 10.

2 Million Cumulative Users and 9 Million Characters Created: Infinite 'Personal Stories'

As of May 2026, the cumulative number of registered users for 'zeta' in Japan has exceeded 2 million, with approximately 9 million AI characters created by users within the platform.

Genres are diverse, ranging from fantasy and romance to daily life and isekai reincarnation. Users are enjoying unique experiences, transforming their imagination into reality by creating characters they have always wanted to talk to, such as 'a school idol who is only cold to me,' 'a former pet cat in human form,' or 'an otherworldly vampire.'

Comment from ScatterLab Inc. CEO Kim Jong-yoon

The background to recording more usage time than video streaming services in the Japanese market in April 2026 lies in the evolution of our proprietary AI models. We will continue to deliver more compelling interactive storytelling experiences through ongoing model improvements.

We believe that AI is a technology for creating new entertainment experiences. Through zeta, we are committed to continuing to provide novel, immersive experiences that could not be tasted in any previous form of entertainment.

About 'zeta'

A storytelling co-creation platform utilizing cutting-edge AI technology. Users can freely set the appearance, personality, and tone of characters to develop their own stories and dialogues. Its biggest feature is the ability to freely build immersive and rich worldviews by weaving in detailed scene descriptions and AI-powered image generation, beyond simple chat-based interaction.

'zeta' official website: https://zeta-ai.io/ja

Official X: https://twitter.com/zeta_officialJP

Official TikTok: https://www.tiktok.com/@zeta_jp_official

Company Overview - Scatter Lab Inc.

Company Name: Scatter Lab Inc.

URL: https://www.scatterlab.co.kr/en/intro-jp

Address: 901&902, 125, Wangsimni-ro, Seongdong-gu, Seoul, Republic of Korea

CEO: Kim Jong-yoon

Business Description: Development and operation of 'zeta,' an AI fiction platform providing story and entertainment experiences through dialogues with AI characters using generative AI technology.