Spotify, the world’s leading music streaming platform, has announced the closure of its Clubhouse-like app, Greenroom. The app was launched just a year ago as a platform for live audio conversations, but it failed to gain traction among users.
Greenroom was designed to compete with Clubhouse, the audio-only social media app that became popular during the pandemic. However, Clubhouse’s popularity has waned in recent months, and it has struggled to retain users. Spotify’s Greenroom faced similar challenges, with users complaining about the lack of engagement and the difficulty of discovering new content.
In a statement, Spotify said that it had decided to close Greenroom to focus on its core business of music streaming. The company said that it would continue to invest in audio content, including podcasts and live audio experiences, but that it would do so through its existing platforms.
The closure of Greenroom is a reminder of the challenges facing social media platforms that try to replicate the success of others. While Clubhouse was able to generate buzz and attract high-profile users, it has struggled to keep users engaged and to monetize its platform. Other social media companies, including Twitter and Facebook, have launched their own audio features, but it remains to be seen whether they will be able to replicate the success of Clubhouse or create new models for audio content.
Spotify’s decision to close Greenroom is a pragmatic one, reflecting the company’s focus on its core business and its recognition that it is better to invest in existing platforms than to try to create new ones. The closure of Greenroom is unlikely to have a significant impact on Spotify’s business, but it is a reminder of the challenges facing social media companies as they try to innovate and stay ahead of the curve.