New data from SimilarWeb reveals a striking divergence in how users engage with different AI platforms during the holiday season, offering fresh insights into the distinct user bases of leading generative AI tools.
According to the analytics firm’s Christmas traffic analysis, ChatGPT experienced a significant 21.7% drop in visits on Christmas Eve and Christmas Day compared to the three preceding weeks. The platform’s average visits on the Wednesdays and Thursdays of December 25-26 fell to 157.5 million, down from 201.8 million during the same weekdays in the prior three weeks.
In contrast, Google’s Gemini saw a more modest decline of 7.3%, with visits dropping from an average of 59.8 million to 55.4 million. Meanwhile, Grok recorded the smallest decrease at just 3.0%, slipping from 9.1 million to 8.8 million visits.
The data paints a clear picture when compared to social media platforms, which experienced the opposite trend. Facebook visits increased 2.3% during Christmas, Instagram rose 2.5%, and X jumped 5.0% during the holiday period.
Business Users Drive ChatGPT’s Holiday Decline
The steep drop in ChatGPT’s traffic suggests the platform has become deeply embedded in professional and educational workflows. As offices closed and students went on winter break, the productivity-focused use cases that drive ChatGPT’s massive user base largely disappeared. The platform’s reputation as a tool for coding assistance, professional writing, research, and academic work means its usage patterns closely mirror traditional work and school schedules.
Gemini and Grok’s smaller declines point to a different user composition. These platforms appear to attract more casual users who continue engaging with AI tools during holidays. This distinction likely stems from their image generation and editing capabilities, which lend themselves to personal creative projects, entertainment, and social sharing rather than workplace productivity. Users experimenting with AI-generated artwork or editing photos for holiday cards would naturally maintain their engagement regardless of professional schedules.
The contrast with social media platforms is particularly revealing. While Facebook, Instagram, and X all saw traffic increases during Christmas as people connected with friends and family, AI platforms collectively experienced declines. This reinforces SimilarWeb’s conclusion that generative AI usage remains fundamentally productivity-oriented rather than casual or lifestyle-driven, even as these tools become more accessible and user-friendly.