As Naver's streaming platform "CHZZK" rapidly draws users, SOOP (formerly AfreecaTV) is moving to overhaul its structure around esports. It is an attempt to redefine itself from a revenue model centered on personal streams that induce high-value donations—such as so-called "excel streams" built on paid support (Star Balloons)—to a content platform based on professional sports. However, some analysts said it remains to be seen whether the image shift will translate into real results, as the existing revenue structure still largely remains 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. SOOP, by contrast, remained at about 2,300,029 over the same period.
While CHZZK's MAU has quickly grown to the mid-3 million range in just over two years since its launch at the end of 2023, SOOP's MAU has gradually declined from about 3 million in 2021 to the low 2 million range. With the domestic streaming market totaling about 5 million users, analysts said user migration is concentrating on CHZZK.
Still, SOOP retains an edge in real-time engagement metrics. Based on Softcon viewership streaming data compiled on the 18th, average concurrent viewers were about 60,000 for SOOP, outpacing CHZZK (about 37,000). While it trails in user scale, it maintains strengths in dwell time and loyalty among heavy users.
In this context, SOOP's chosen answer is esports. The company changed its name to SOOP in 2024, declaring a shift to a mass-market, global platform, and put esports at the forefront as a key pillar. The strategy aligns with efforts to shed its past image.
For years, SOOP faced criticism as a "cyber room salon" due to its Star Balloon-based revenue structure and some sexually suggestive streams. In particular, the combination of tactics that encouraged high-value donations in certain streams with content centered on female BJs fostered a competitive patronage dynamic among users, which observers have cited as the backdrop for this image. Even now, the top Star Balloon donor rankings are dominated by personal-stream content, and related controversies have not been fully resolved.
SOOP's most emblematic recent move is its investment in broadcast rights for the LCK (League of Legends Champions Korea). In Dec. 2025, SOOP signed a five-year long-term partnership with Riot Games and Naver, and from this year has jointly handled domestic live broadcasts of the LCK with CHZZK. The industry estimates the total value of the deal with Naver at about 150 billion won, with SOOP's investment pegged at about 50 billion won.
It has gone beyond acquiring rights to expand team-level collaborations. SOOP has signed streaming partnerships with 7 of the 10 LCK clubs, including T1, Gen.G, kt Rolster, Dplus Kia, DRX, BNK FearX, and its in-house team DN SOOPers. The strategy is to link player personal streams with club content to keep users on the platform.
It is also expanding in-house leagues in parallel. "LoL Demolition" recorded a cumulative 23 million viewers in the previous season, with more than 360,000 concurrent viewers for the finals. By running multi-discipline leagues year-round—such as the VALORANT league (SVL), the StarCraft league (ASL), and PUBG tournaments—it is increasing content density.
Recently, it signed an annual sponsorship with Google Play and ASL and is strengthening on-site content by pushing large offline finals at venues such as PlayX4 and the Jamsil Lotte World ice rink. It operates three esports-dedicated arenas, including the Sangam "SOOP Colosseum," internalizing production capabilities.
Esports also accounts for the largest share of its content structure. According to SOOP's internal tally as of March 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 esports leagues and content so that former and current pro gamers can continue their activities as streamers," adding, "Along the way, users also voluntarily participated, further strengthening the foundation of the ecosystem itself." The official added, "Going forward, SOOP will establish official content and support structures that streamers in other categories can join, building an environment where diverse content can be created and sustained in each category."