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Storyboard | Who will win the social audio race?

Decoding the growth of social audio platforms like Clubhouse, Greenroom and Spaces, and what we can expect from them. It's time to place your bets.

September 05, 2021 / 01:31 PM IST
Quality of content and creators will be a determining factor in the success of social audio platforms.

Quality of content and creators will be a determining factor in the success of social audio platforms.

As video fatigue set in, audio increasingly has found a sweet spot between video and text. Audio has started to emerge as a medium where people come to take refuge, slow down, connect with other people, and learn a new skill without being overwhelmed by accompanying visuals.

Leveraging the emergence of audio, Clubhouse launched its invite-only App in September 2020 to create a new social network based on voice. Clubhouse's initial strategy to gate the app with an invite-only approach has undoubtedly caused a FOMO (fear of missing out) effect, with millions adding themselves to the waitlist. But the number of downloads and general interest seems to be waning in the last few months, from a peak of 9.6 million downloads in February 2021 down to 900K downloads in April 2021.

The waning interest may have prompted Clubhouse’s latest update on opening the app entirely to new signups in July 2021 and ditching their invite-only strategy.

Read more: How Indians are using Clubhouse: From talent hunt to live shows, a peek into some popular rooms