As Naver's streaming platform "CHZZK" rapidly attracts users, SOOP (formerly AfreecaTV) is moving to restructure by putting e-sports at the forefront. It is an attempt to redefine itself as a pro sports–based content platform, moving away from a revenue model centered on individual channels designed to elicit large paid donations—such as "accel" streams—built on paid support (Star Balloons). However, analysts say it remains to be seen whether the image shift will translate into real results, as the existing revenue structure is still in place.
According to app analytics platform Mobile Index on the 22nd, Naver CHZZK's monthly active users (MAU) totaled 3,548,705 as of last month. By contrast, SOOP stayed at about 2,300,029 over the same period.
While CHZZK has grown its MAU to the mid-3 million range in just over two years since its launch at the end of 2023, SOOP has seen its MAU gradually decline from about 3 million in 2021 to the low-2 million range. With the overall domestic streaming market at about 5 million, observers say user movement is concentrating on CHZZK.
However, SOOP still holds an edge in real-time engagement metrics. As of the 18th, based on Softcon viewership streaming data, SOOP's average concurrent viewers were about 60,000, outpacing CHZZK (about 37,000). It trails in user scale, but maintains strengths in time spent and loyalty among heavy users.
In this environment, SOOP's answer is e-sports. The company changed its name to SOOP in 2024, declared a shift to a mass, global platform, and put e-sports front and center as a core pillar. The strategy aligns with shedding its past image.
SOOP has long faced criticism for its Star Balloon–based revenue structure and some suggestive programming. In particular, some channels combined tactics that encouraged large donations with content centered on female BJs, fostering competitive donation behavior among users, which has been cited as the backdrop for this image. Even now, the top Star Balloon donor rankings are dominated by individual channel content, and related controversies have not been fully resolved.
The most symbolic recent change at SOOP is its investment in broadcast rights for the LCK (League of Legends Champions Korea). In Dec. last year, SOOP signed a five-year long-term partnership with Riot Games and Naver, and from this year began jointly handling live domestic broadcasts of the LCK with CHZZK. The industry estimates the contract at about 150 billion won combined with Naver, with SOOP's investment said to be around 50 billion won.
It has gone beyond securing broadcast rights to expand team-level collaboration. SOOP has signed streaming partnerships with 7 of the 10 LCK teams, including T1, Gen.G, kt Rolster, Dplus Kia, DRX, BNK FearX, and its own team DN SOOPers. The strategy is to link players' personal streams with team content to keep users on the platform.
It is also expanding its own leagues in parallel. "LoL Demolition" drew a cumulative 23 million viewers in the previous season, and the finals surpassed 360,000 concurrent viewers. Year-round, it is boosting content density by operating multi-title leagues such as the VALORANT league (SVL), the StarCraft league (ASL), and PUBG tournaments.
Recently, it signed an annual sponsorship with Google Play and ASL and has been strengthening on-site content by pushing large offline finals at PlayX4 and the Lotte World Jamsil Ice Rink. It operates three e-sports–dedicated arenas, including the Sangam "SOOP Colosseum," internalizing production capabilities.
E-sports also accounts for the largest share of the content mix. According to SOOP's internal tally as of Mar. this year, game content accounted for 61% of total traffic, the highest share, followed by variety/talk shows at 18%, hobbies/other at 19%, and sports at 2%.
A SOOP official said, "We have built an ecosystem by continuously operating game and e-sports leagues and content so that former and current pro gamers can continue as streamers," adding, "In this process, users also participated voluntarily, further strengthening the ecosystem's foundation." The official added, "Going forward, SOOP will establish official content and support structures that streamers can join in other categories as well, building an environment in which diverse content can be created and sustained in each category."