LinkedIn and Spotify join the social audio chase

The surprise breakout star of the pandemic, social audio app Clubhouse has spurred imitators from far larger competitors who see massive potential in the space, with the audio-streaming company Spotify and the work-focused social network LinkedIn joining the race.

Why it matters

While different tech companies are pursuing a social audio goal in different ways, the appetite points either to a frenzy or to deep opportunity – probably somewhere in between. Screen-fatigue over the pandemic and surprisingly strong growth in at-home listenership indicate underlying potential, while Clubhouse’s live aspect is understood to be ‘transformational’, according to analysts.

For brands, however, participation in the space will likely be easier should an ad-friendly tech firm win the race.

What’s the latest? 

Clubhouse is hot property at the moment as its invite-only structure and big name contributors have whipped up excitement to the tune of more than 10 million downloads, and brands are getting interested. Tech firms are making key moves:

• Spotify announced the acquisition of Betty Labs, a developer responsible for the live audio app Locker Room, Axios reported, in a move that seeks to broaden Spotify’s rich podcast offering and add greater interactivity to its arsenal, which top officials at the company say users have been asking for. While Locker Room allows users to talk about sports, Spotify is looking to expand its purchase into new genres, enabling it to stream anything from debates to live concerts.
• Meanwhile, LinkedIn has confirmed to TechCrunch that it is testing a “social audio experience in its app”, part of its recently launched “Creator” mode in which anybody can allow others to follow their updates. The Microsoft-owned social network believes the key to differentiation is the creators’ professional identities.

Context 

These efforts join high-profile entries from Facebook, Twitter, as well as longer-term players in the space like Discord. While there is great opportunity, there are also risks.

• Clubhouse, for instance, has faced criticism over its inability to police the misogyny, racism, hate speech, and false information that it has explicitly banned in rules, per Reuters.
• With the major platforms facing the same kinds of questions, the winner will likely be the one that can attract influential creators and brands  through a combination of the best content and both brand and user safety.

Sourced from Axios, TechCrunch, WARC, Reuters