clubhouse: Clubhouse rolls out app in five Indian languages to tap increasing demand

clubhouse: Clubhouse rolls out app in five Indian languages to tap increasing demand


Mumbai: Social audio app Clubhouse has launched its app in five Indian languages- Hindi, Tamil, Telugu, Kannada and Malayalam- as part of its localisation efforts in the country. ET had r
eported the development on October 21. Currently, the localised versions will be available only on the Android version of the app with the iOS version expected to follow soon, the company said.

New York-based Clubhouse
is currently valued at $4 billion, having raised funding from investors including Andreessen Horowitz, DST Global, Tiger Global and Elad Gil. Speaking at the launch of the initiative, the Clubhouse management stated that it has launched 13 new non-English language formats including French, German, Indonesian, Italian, Japanese, Korean, Portuguese (Brazilian) and Spanish.

“This is a highly requested feature in India. This is just the beginning. India is a country of many languages and we will launch more language support in the upcoming weeks and months,” said Aarthi Ramamurthy, head of international, Clubhouse.

The company stated that usage on the app has increased significantly since its India launch with over 700,000 daily discussion rooms, up from 300,000 thousand when it launched, in progress now. The company did not share its India user base. Time spent per user has also gone up to 70 minutes.

Clubhouse allows people to join pop-up audio chat rooms that disappear when the discussions end. Once in the room, users are segmented by moderators. Users can join any chat room, see who is speaking or listening. Users can also ask questions if permitted. The app created a whole new category of live social audio and was seen as an antidote to fatigue brought on by constant exposure to video conferencing app Zoom. The pandemic also witnessed an uptick in audio content in general leading to higher traction across podcasts and music.

The app itself was launched in India in May. In September, Clubhouse announced its first cohort of six creators from India that will be part of its accelerator programme ‘Creator First’. After the US and China markets, India offers the biggest digital audio consumption market globally which apps like Spotify, Amazon, Twitter among many others are keen to crack.

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Following Clubhouse’s popularity, Twitter and Facebook also launched similar audio-only rooms where users could come together and discuss various topics and interests.

“When you are building a platform for creators, you have to recognise that there will be bad actors with clear guidelines, features for creators to manage their audience and bring more people on board to manage everything together. On the product side also we have added more features to flag content,” said Paul Davison, cofounder and chief executive at Clubhouse speaking about moderation initiatives on the platform.

On the monetisation side, the company noted that while it is building tools (some already launched) to help creators monetise their content and not monetisation for Clubhouse. It is also working on introducing product features to allow creators to share their audio content more effectively across platforms, like “replays”. In the US market, the app allows users to tip creators and in other markets, creators can share payment links for users to pay through different apps.

Keeping up with the tradition of featuring leading creators on the app icon, Clubhouse also launched its November icon featuring Mumbai-based creator Anirudh. The company stated that in the Indian market shows catering to music, motivation, cricket and startup related topics are among the most popular content segments.



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