![]() That month, it also opened up the app to everyone after starting out as an invite-only platform. In July, the app introduced direct messaging, Backchannel, so users can chat individually or in groups. Whether or not Clubhouse can bounce back with added social features will depend on their adoption going forward. “Again, over time, these spikes should flatten out into steady growth but in these early chapters, jumps and corrections are inevitable.” “We see peaks and plateaus but, for example, this week our growth trajectory is up because of a combination of major one-off and recurring rooms that all happened in an overlapping fashion,” Munford said. In October, global installs plummeted to 962,000, according to the latest data from Sensor Tower. But installs worldwide have fallen to under 2 million in recent months. Since launching in March 2020, the social audio app saw its best months in global downloads at the start of this year - getting its highest installs at 9.6 million in February. The challenge is, Clubhouse isn’t the only place to have community.” Wherever there is community, there will be revenue. “People were hungry for human connection but didn’t always want to hop on video chat,” Shama Hyder, CEO of digital marketing firm Zen Media, said. Instead, social media users are turning back to more robust social platforms, such as Facebook and Twitter, to cast a wider net. If Clubhouse succeeds in introducing adjacent content formats such as audio clips, these formats could feed back into Clubhouse's core growth loop and drive better growth and retention.Clubhouse’s popularity is falling as quickly as it rose to the top.ĭue to the slow introduction of key features, poor scalability and the lack of monetization options, analysts say Clubhouse is losing ground when it comes to getting users to stay on the platform. Post-show clips can include compilations that capture the most listened clips. Pre-show clips from the host can tease an upcoming room to build buzz.ĭuring-show clips can let listeners capture and share the best moments. On Clubhouse, audio clips can improve the entire lifecycle of a live room: They were too long and required fans to do too much work to find quality content. VODs (live archives), in contrast, were less successful. One of the top clips came from a creator with only two viewers. In particular, short audio clips can complement live audio well.įor years, Twitch tried to expand beyond live video with clips and VODs:Ĭlips were popular because they let fans capture and share a live stream's most viral moments. ![]() ![]() If Clubhouse succeeds in helping fans discover great content, listen time per session and retention will both increase.Ĭlubhouse started the live audio wave, but it doesn't have to stick to this single content format. Personalized recommendations : Clubhouse could introduce an algorithmic feed that surfaces fresh content from quality creators (e.g., taking a cue from TikTok). Manual programming : Clubhouse could work with top creators and clubs to ensure that can't miss rooms are featured every hour and day of the week. On the flip side, Clubhouse could also suppress less appealing content such as self-promotional rooms. Personalized recommendations : Each user gets personalized recommendations based on their past viewing behavior, average watch time, and other signals.Ī specific vertical : For example, Clubhouse could become the go-to platform for public figure Q&As by building features such as the ability to submit and upvote questions. Manual programming : The best creators were featured on Twitch’s homepage. Gaming vertical: It's much easier for creators to entertain fans while playing a game than while doing something else. To overcome live video’s signal to noise problem, Twitch focused on: If Clubhouse succeeds in helping creators build community, fans will come back regularly because they've built relationships with their favorite creators and clubs. Record and share past stream highlights (more on this later). Better tools to prevent bad actors from ruining a community will also help. Loyal fans might include people who tune in regularly or use Clubhouse’s new tipping feature. Reward loyal fans through club-branded emojis and more chances to be invited to speak. Keep fans engaged through Q&As, polls, and more. But clubs lack features to help creators: On Clubhouse, communities exist as clubs. Voting on what game a creator should stream next. Sending a $100+ tip or Super Chat to get a live reaction from a creator.įlooding chat with another creator's emojis after a raid. On Twitch and YouTube, fans also stay for community interactions such as: But only those who found community (e.g., Sunday sermons and pottery streams) retained long term. On Periscope, breaking news and celebrity streams attracted new users. The magic of live comes more from the community interactions than the content.
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