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OpenAI to Give Content Owners Control Over Sora AI Videos, Plans Revenue Sharing Model

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OpenAI is rolling out new tools to give content owners greater control over how their intellectual property is used in Sora, its recently launched AI video-generation app, and plans to introduce a revenue-sharing system for creators who opt in.

In a blog post on Friday, CEO Sam Altman said OpenAI will soon provide “more granular control over the generation of characters” within Sora, enabling rights holders such as film and television studios to decide how their characters can appear—or to block them entirely.

The move comes amid intensifying scrutiny of AI-generated content and growing concern across Hollywood and the creative industries about copyright infringement and the unauthorized replication of proprietary characters and likenesses.

Sora, launched this week as a standalone app in the United States and Canada, allows users to generate and share AI-created videos up to 10 seconds long. Its social-media-style interface quickly gained traction, with users producing clips based on both original and copyrighted material.

Altman acknowledged that the app’s rapid popularity—and the sheer volume of video creation—has outpaced expectations, creating a need for clear rules and compensation mechanisms. “We’ll experiment with different approaches,” he wrote, adding that the revenue-sharing model would evolve through “trial and error” as OpenAI tests various systems within Sora before applying them to its broader suite of AI tools.

At least one major studio, Disney, has already opted out of allowing its characters to appear in Sora-generated videos, sources familiar with the matter told Reuters. Other studios are reportedly reviewing whether to participate under OpenAI’s forthcoming licensing framework.

The company’s initiative could mark a turning point in the relationship between AI firms and content owners, shifting from conflict to collaboration—if a viable monetization model can be found.

Backed by Microsoft, OpenAI’s expansion into multimodal AI via Sora places it in direct competition with Meta’s Vibes and Google’s text-to-video tools, as major tech firms race to define the future of synthetic media creation.

Still, the effort to give rights holders control over how their creations are used—and to share revenue from those uses—reflects a broader recognition that AI’s creative power must coexist with creator compensation and consent.

OpenAI to Halve Revenue Share with Microsoft Amid Restructuring, Report Says

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OpenAI plans to significantly reduce the share of its revenue allocated to Microsoft by the end of the decade, as part of its ongoing corporate restructuring, according to a report by The Information on Tuesday. The AI firm reportedly informed investors that its revenue-sharing deal with Microsoft—currently 20% through 2030—could fall to 10% or less over the next several years.

The shift comes amid broader changes at OpenAI, which recently abandoned plans for a full conversion into a public benefit corporation (PBC) and reaffirmed nonprofit control, limiting CEO Sam Altman’s power while trying to balance mission-driven governance with commercial scalability.

The financial update shared with investors suggests a future where OpenAI is less dependent on Microsoft while still maintaining a collaborative relationship. In response to the report, OpenAI noted it is “finalizing the details of this recapitalization”, and said it continues to work closely with Microsoft. However, Microsoft declined to comment.

In January, Microsoft adjusted key terms of its deal with OpenAI, following its joint venture with Oracle and SoftBank to invest up to $500 billion in U.S.-based AI data centers—a move that signaled deeper integration of AI infrastructure beyond OpenAI’s models alone.

The current OpenAI–Microsoft partnership includes reciprocal revenue sharing agreements, access to OpenAI’s models on Microsoft’s Azure platform, and embedded use of ChatGPT within Microsoft’s enterprise software like Office and Azure AI services.

Microsoft, which has invested over $13 billion in OpenAI, is believed to be negotiating for continued access to OpenAI’s technology post-2030, as competition intensifies in the global AI race.