Popular streamer (Internet broadcaster) Woo Hang-gyeong (Hang-gyeong) started broadcasting abroad on April 3 on SOOP (formerly AfreecaTV) global platform. Formerly a Twitch streamer, Hang-gyeong attracted overseas viewers with provocative outfits during her broadcasts. Within a day, Hang-gyeong generated over 16 million won in revenue, and as of June 6, the total number of viewers surpassed 150,000 after 45 hours of cumulative broadcasting.
Another popular streamer, HaruS2 (haru), has also been broadcasting abroad since the beginning of this month. HaruS2 gained popularity with provocative outfits reminiscent of lingerie and dance broadcasts since the days of AfreecaTV. As of June 6, the total number of viewers reached 150,000 after 21 hours of cumulative broadcasting.
As popular female streamers intensify their global broadcasts, there are analyses suggesting that SOOP will play a 'relief pitcher' role. In fact, as overseas viewers have shown interest in the suggestive broadcasts of female streamers, it has been understood that the purchases of 'star balloons' have also increased. However, there are criticisms that SOOP, which changed its name in an effort to enhance its image, has still not escaped a revenue structure dependent on 'nude broadcasts.'
◇ Stagnant global platform… reversal as female streamers rise
According to the industry on the 10th, SOOP officially launched its global platform in November last year and began broadcasting abroad. In the early stages of overseas broadcasting, streams focused mainly on games like Valorant and Overwatch. With the launch of the global platform, SOOP set goals to expand its business in Southeast Asia, focusing on Thailand, and secure English-speaking viewers. CEO Choi Young-woo, who was promoted in December last year, led the expansion of the global platform business, and Seo Soo-gil, who returned after three years at the end of last year, also emphasized the expansion of global business.
However, the global platform has not positively impacted the increase in SOOP users since its launch. According to MobileIndex, in November last year, the monthly active users (MAU) of ChijiJik (Naver's streaming platform) reached 2,421,729, surpassing SOOP (2,403,497) for the first time. In December last year, the MAU gap widened to about 150,000, with ChijiJik at 2,497,066 and SOOP at 2,354,085.
The turnaround for SOOP's global platform began last month when female streamers were introduced. Female streamers who had lost their activity stage after Twitch withdrew from the Korean market resumed global broadcasts through SOOP.
If more female streamers join global broadcasts in the future, they are expected to contribute to the improvement of SOOP's performance. As of the third quarter of 2024, 78.4% of SOOP's revenue comes from paid content such as star balloons. The commission for star balloons is shared between SOOP and streamers based on their grade: ▲ General 4 to 6 ▲ Best 3 to 7 ▲ Partner 2 to 8.
Lee Jun-ho, a researcher at the Research Institute, explained, “SOOP's existing global strategy was to secure traffic focusing on e-sports and games and then expand into various genres such as visible radio.” Visible radio refers to broadcasts other than games and sports on SOOP.
◇ Most revenue comes from paid content such as star balloons… unable to escape the dependence on 'nude broadcasts'
Some critics argue that SOOP has ultimately returned to the past for profitability. Recently, top streamers on SOOP gained popularity by conducting broadcasts that were at the center of sexual commercialization controversies, known as 'Excel broadcasts.' Additionally, some streamers have been criticized for being involved in crimes. However, it has been noted that most of SOOP's revenue depends on paid content, including star balloons, indicating they cannot let go of suggestive broadcasts.
Last year, SOOP changed the term 'BJ,' which refers to its affiliated internet broadcasters, to 'streamer' and also changed its name from 'AfreecaTV' to SOOP. At the time, it was interpreted as an attempt for SOOP to shed a negative image and expand its global business, but it ultimately failed to break away from a revenue model dependent on 'nude broadcasts.'
An industry insider noted, “It remains to be seen how far SOOP's global platform business, led by female streamers, will grow,” adding, “From the company's perspective, it will not be easy to discipline the streamers who bring in revenue.”
Lee Byeong-hoon, an honorary professor of sociology at Chungang University, stated, “Institutional regulations responding to the spread of new media businesses are lagging behind,” and added, “To maintain healthy social customs, legislative and administrative procedures regarding sexual commercialization must be accompanied.”