The Clubhouse Phenomenon: Do We Need Another Social Network?

Being a combination of the conference call, talkback radio, audio podcast, and an online video chat, Clubhouse is a new social networking app that gained over 10 million users and over $100 in valuation in just 8 months. Unlike other social networks, it offers a real-time streaming audio chat that does not ask users to share any unnecessary information like exchanging text messages, conducting video calls, or sharing photos. Instead, Clubhouse users can listen to real-time conversations, contribute to these conversations and create their own conversations for the others to listen and to interact with. Often nicknamed a “Silicon Valley’s hottest start-up”, Clubhouse positions itself as an “exclusive” and “alternative” social network that attracts various celebrities and people who just want to talk to each other. Launched in March 2020, amidst the COVID-19 pandemic with its social distancing and lockdowns, Clubhouse offered its users a space for the digital group psychotherapy where people could solve their problems by talking them through with strangers. However, it is unclear what is going to happen to this new social network in the post-pandemic world after all of its hype eventually evaporates. This paper discusses the possible underlying motives for the Clubhouse creation and its real purposes. Moreover, it looks at the three possible scenarios of its further development.