Clubhouse and TED have announced a new partnership to offer a series of exclusive drop-in audio chats, starting July 12.
The audio chats will initially run a weekly room called “Thank Your Ass Off“ every Monday at 11 am ET on Clubhouse, and additional rooms will be launched soon.
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In a recent report, The Verge notes that the deal has no specific end date and that TED will be able to sell advertising space and sponsorships on its audio content without Clubhouse taking a commission.
The introduction of exclusive TED content is appealing to Clubhouse, considering that TED represents one of the most popular podcast networks in the world. Since interrupting its acclaimed live in-person events, TED launched Audio Collectives earlier this year which has had episodes downloaded 1.65 million times per day around the world. Furthermore, “TED Talks Daily” was the second most popular show on Spotify in 2020.
Clubhouse will benefit from the highly sought-after TED content, while TED will benefit from partnering with Clubhouse and accessing its interactivity during talks, like the ability to host Q&A sessions and other forms of interaction with the audience.
As other social platforms develop copycat audio-room features to keep up with Clubhouse’s success, winning the social audio game in 2021 seems to rest on securing exclusivity and access to brand content.