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Clubhouse in Russia - statistics & facts

The social audio platform Clubhouse has quickly generated a wave of interest in Russia. In February 2021, the number of iOS downloads reached over 802 thousand. The success was mainly attributed to the air of exclusivity and to the number of celebrities joining the community. However, in the following month, new downloads declined by more than five times. Most users believed that the low content quality and the absent feeling of exclusiveness would lead to a decline in the app's popularity.

Russian-speaking Clubhouse user demographics

Young adults between 25 and 34 years old represented over one half the Russian-speaking Clubhouse audience, followed by the age group 18 to 24 years. The platform was rather unpopular among the older population aged over 55 years, who accounted for less than one percent of user registrations. Looking at gender distribution, the share of female users was slightly higher. As for geographical location, most users logged in from Moscow, while nearly 24 percent resided in countries other than Russia.

What is popular on Clubhouse in Russia?

The first Clubhouse community to unite Russian speakers around the globe, “The Dacha” quickly grew to a community of like-minded people, offering a wide range of scheduled rooms, including discussions, interviews, and even quiz games. Yandex was the first Russian company that launched an official account on the platform. The internet corporation has held discussions with heads of its divisions, such as Yandex Drive, Yandex Food, and Yandex Go, to share company insights with a broad audience.

One of the most popular genres on Russian-speaking Clubhouse was started as a joke. Blogger Anatoly Kapustin created a room called "Who is German Klimenko and why do we need him?" Eventually, Klimenko, a former presidential advisor, joined it, and anyone from the audience could ask him questions. Later, similar rooms were created to conduct interviews with other famous guests. In general, Russian social audio users preferred to discuss cultural and news topics on such platforms.

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