Is Lovable dying?

Web traffic has declined almost 50% from 35.4M in June to 19.1M in September.

Is Lovable dying? Web traffic has declined almost 50% from 35.4M in June to 19.1M in September.

This trend can be seen across other big vibe coding tools such as Replit and Bolt.

Here’s why I think this is happening:

The viral wave has passed: Spring/summer hype (esp. Lovable’s June peak) pulled in lots of non-devs on monthly plans. They experimented with the tool and never returned.The cultural conversation has also shifted from “AI can build an entire app” back to a more realistic view of AI’s limitations.
Power users eating up compute: A small group of power users burned through compute budgets. To protect margins, platforms throttled usage and raised prices. That scared away hobbyists and experimenters, reducing the casual exploration that inflated spring traffic.
Lovable’s need to monetize: After raising $200M, Lovable raced to monetize, tightening free credit limits and ending generous 50% discounts. The friction dulled its appeal for casual builders.
In May, v0 lost 500k (10%) of web traffic after moving from $20/month to usage-based credits. Casual users found their balance disappearing in hours, leading to outrage.
Replit’s missteps: Replit once thrived on its free tier and always-on Repls. But over the years, free education plans discontinued, always-on removed from basic plans. A high-profile AI agent failure occurred in July (accidentally deleting a live database) and user trust took a hit.
AI coding losing its novelty: AI coding is being absorbed into mainstream tools. GitHub Copilot, Cursor, and VS Code integrations keep developers in their IDEs, instead of web-first “vibe coding” sites. Google’s Firebase Studio also launched AI-powered app building with Gemini inside Google Cloud, eating into the traffic of these sites.

However, new entrants like Emergent have managed to keep growing despite bigger players losing traffic.

It could be that the tool is still in its hype phase - YC acceptance, fresh funding has helped it scale. The real test will be whether it avoids the same hype to drop-off curve.

Vercel’s v0 has also seen an increase in traffic likely off the back of its new Marketplace and deeper Vercel integrations. And ecosystem pull matters, teams already shipping on Vercel/Next.js can try v0 by default. They also raised funding at the end of September, which could have resulted in an increase in web traffic.

It will be interesting to see how players like Lovable, valued at a billion dollars, will maintain growth and valuation.

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