Four Months In, How's ElevenLabs' AI Voice Changer Doing?

AI can write, code, and draw, and with ElevenLabs, it's finding its voice.

Arguably the most realistic voice generator, ElevenLabs wrapped a mobile app around its API a few months ago and released a powerful voice generator for creators.

The app had a great release day in terms of downloads, but considering there's nothing else like it, it would need to invent a new niche in order to really succeed.

Now, four months later, I was curious if it did.

Looking at the downloads, the first obvious thing is that launch-day downloads didn't stick. Appfigures Intelligence shows 54K estimated downloads on launch day.

Downloads dropped sharply and stabilized after a few days at what eventually became the app's new steady-state of roughly 14K daily downloads. And that's where downloads have been hovering since.

That steady-state added up to 1.8M downloads since release, according to our estimates. What's interesting is that more than half of that total came from Google Play.

I didn't expect that at all so I kept digging and noticed that a big chunk of the downloads from Google Play didn't come from English-speaking countries.

The US ranked 6th in downloads on Google Play. India, Pakistan, Brazil, Indonesia, and Mexico outranked it, driving more than 64% of the downloads. I didn't expect that.

Did ElevenLabs Create a New Category?

With almost 2M downloads for an app not meant for the mass market, I think ElevenLabs managed to create a new niche. But I don't know that it's the niche it expected.

ElevenLabs positioned itself as a tool for creators, much like CapCut and other video editors. However, unlike video editing, not all creators need to change their voice. Quite the opposite in some cases.

But given that the majority of revenue for creators comes from English-speaking countries, it could be that ElevenLabs is helping those who don't speak the language, or don't like the way they sound, to find a new voice.

It's a small but interesting niche, but we won't know if it's real until ElevenLabs starts charging in-app.