What is the next generation of “toki consumption” that is attracting attention and rapidly increasing audio media such as Clubhouse?

As there is a trend in consumption from “material consumption,” where you hold a product in your hands, to “experience consumption,” which prioritizes experiences that cannot be obtained just by holding the product in your hands, a new style is attracting attention in 2021. is “toki consumption”.

What kind of consumption behavior is “toki consumption” that has appeared during the coronavirus pandemic, where people are rapidly moving online? Along with an explanation of the trending audio media “Clubhouse,” we will provide a detailed analysis of the attention-grabbing market and consumption trends that are expected to grow significantly in the future.

What is “toki consumption”?

In addition to the growth in “experience” consumption, which places value on experiences gained through play and events, as revealed by a survey of mainly young people, “toki” consumption, which has been born in a new lifestyle, is currently attracting a lot of attention. are gathering.

“Toki” consumption refers to consumption behavior that finds value in “now and only”, one-time experiences and participates in the experience to get excited. Specifically, activities such as Halloween parties, music and sports events, participation in online salons, and fan meetings can be called “toki” consumption.

A characteristic of “Toki” consumption is that it voluntarily participates in the excitement. The point seems to be to experience a feeling that can only be obtained on the spot, and to share the excitement with a variety of people.

The rise of audio media

The rapid increase in Toki consumption is thought to be due to the rise of audio media and live streaming apps that can be enjoyed from the comfort of your own home.

Specifically, podcasts such as “Spotify” and “Castbox” and distribution services such as “voicy” and “SPOON” can be said to be famous content. A wide variety of audio services are being developed, including “radiko,” which distributes radio programs over the Internet, and audio books, “Audible.”

Of particular interest is Clubhouse, a next-generation audio media whose number of users continues to increase. Let’s introduce it in detail below.

What is “Clubhouse”?

“Clubhouse” has become a hot topic with many celebrities participating.

Clubhouse, an audio media service from the United States, is an app that can only be downloaded for iOS from the App Store, and in order to participate, it is a service that requires an invitation from an existing user (February 2021) the current).

It currently boasts over 2 million users and can be said to be one of the media outlets that is attracting attention both domestically and internationally.

It is a service where each user can create their own room, and users who have joined the room can talk and listen to each other. You can also set whether or not to make the conversation public, so you can enjoy it only with your acquaintances and friends.

The main features are that in addition to being invitation-only, it is audio only (no video or text), therefore there is no comment function from others, and basically the contents of the conversation are not recorded. .

Currently, the app is only available for iOS, but it has been announced that the app will be compatible with Android users in the future. In addition, it is expected that new services never seen before will be added in the future, such as the sale of tickets and chips that can be used within “Clubhouse” and the addition of billing functions.

summary

How will consumer behavior change with the introduction of new services, including the rapidly expanding audio media “Clubhouse”? Also, it will be interesting to see what kind of functions will be created from the new platform.