spotify’s clone of clubhouse tops 140k installs on ios, 100k on android

Spotify Greenroom Faces Uphill Battle in Social Audio Market

Spotify’s recently introduced live audio application, Greenroom, which aims to compete with platforms like Clubhouse, is facing a challenging path to widespread adoption. Several established social audio services, including Airtime and Spoon, as well as offerings from major social networks such as Twitter and Facebook, already dominate the landscape.

Initial Download Numbers

Data from Sensor Tower reveals that the Spotify Greenroom app has accumulated approximately 141,000 downloads on iOS to date. This figure encompasses downloads from its predecessor, Locker Room, which Spotify acquired to facilitate its entry into the live audio arena.

On the Android platform, Google Play data suggests over 100,000 installs, though Sensor Tower is still in the process of verifying this number.

Comparison with Competitors

In contrast, Clubhouse currently boasts a total of 30.2 million installs, with 18.7 million originating from iOS users, according to Sensor Tower’s analysis.

Other prominent audio applications include Airtime, with 11.4 million iOS installs (out of 14.3 million total), and Spoon, which has garnered 7.6 million iOS installs from a total of 27.3 million.

Internationally, apps like Yalla (UAE) and Lizhi (China) demonstrate significant reach. Yalla has achieved 48.1 million total installs, including 3.8 million on iOS, while Lizhi has surpassed 29.5 million total installs, though with limited iOS adoption.

Emerging Social Audio Platforms

Several newer platforms are also establishing a presence in the social audio space. These include Fishbowl (759,000 installs), Cappuccino (497,000 installs), Riff (339,000 installs), and Sonar (154,000 installs).

Greenroom's User Base and Growth

Spotify Greenroom’s launch last month appears to have attracted a relatively small portion of Spotify’s overall user base, which currently stands at 365 million monthly active users.

Approximately 106,000 installs occurred between Greenroom’s official launch on July 16, 2021, and July 25, 2021, as reported by Sensor Tower. Based solely on Greenroom installs, the app ranks 12th among social audio applications.

Locker Room Transition

Considering Greenroom’s evolution from Locker Room, a portion of the 141,000 total iOS installs represents downloads made while the app was still operating as Locker Room. Sensor Tower estimates Locker Room accumulated around 35,000 iOS installs between its public launch in October 2020 and the day before Greenroom’s debut in July 2021.

Downloads vs. Active Users

It’s important to note that download numbers do not equate to registered or active users. Many individuals download applications for evaluation purposes but may not actively use them after installation.

Consequently, the actual number of users actively engaging with Greenroom is likely considerably lower than the reported download figures.

Spotify has not provided any comment regarding these third-party estimates.

Broader Competitive Landscape

Spotify’s competition extends beyond standalone social audio apps. Other major technology companies have integrated social audio features into their existing platforms, including Facebook (Live Audio Rooms), Twitter (Spaces), Discord (Stage Channels), and the trading app Public. Direct comparisons with Greenroom are currently difficult, as these companies have not disclosed usage statistics for their live audio features.

Future Potential

Despite a potentially slower initial uptake, Greenroom’s prospects remain promising. As a new application, it has the opportunity to gain traction over time. The continued growth of the live audio market, even as the conditions that initially fueled its popularity during COVID-19 lockdowns subside, could also contribute to its success.

Synergies with Spotify’s Core Service

Spotify’s ability to leverage its existing streaming music application to promote live audio shows, events, and artist-created content will be crucial. The specific programming that Greenroom will offer in the future remains to be seen.

Following the acquisition of Betty Labs, the creator of Locker Room, Spotify announced plans to incorporate content related to music, culture, and entertainment, in addition to sports. The company also established a Creator Fund to support the development of new content.

Incentivizing User Engagement

Currently, Spotify has not yet provided a compelling incentive for users to actively visit Greenroom.

During its Q2 2021 earnings call, Spotify explained that it prioritized stabilizing Greenroom for a “Spotify-sized audience” before fully integrating it with the main application. The company anticipates future “tie-ins” with the core Spotify app, but has not provided specific details.

Spotify CEO Daniel Ek emphasized the value of using Greenroom as a platform for learning, experimentation, and rapid iteration, rather than waiting for a complete integration.