Naver Chijijik Seeks Breakthrough with Virtual Host... Revises Game-Focused Strategy

Hiring experienced Chijijik staff... Responsible for business, BM, planning, etc.
Expecting expansion of virtual streaming-related content

Naver Chijijik, which had positioned itself as a game-specialized streaming platform, is changing its course by strengthening its virtual streaming division. This appears to be an effort to find a solution as it seems to be losing market share to SOOP (Sup, formerly AfreecaTV).

According to industry sources on the 26th, Naver recently announced an open recruitment for experienced professionals to handle business and business model (BM) planning and service planning at Chijijik. The role involves establishing and executing strategies for expanding and revitalizing Chijijik's services.

They are particularly expecting significant business expansion through virtual streaming-related content. Virtual streaming refers to broadcasting videos with virtual characters as hosts. Unlike traditional broadcasts led by real people, this requires equipment and software for motion capture and streaming to transform into characters. Having been recognized as a new streaming genre from the fringe, the related market size is projected to grow to 14 trillion KRW by next year. Domestically, AfreecaTV, operated by SOOP, is evaluated to have strengths in this genre.

Chijijik decided to change its course because it has struggled to secure viewer market share in the streaming market, contrary to initial expectations. When Chijijik officially launched in May, it was anticipated that SOOP and Chijijik would establish a duopoly. In March, during Chijijik's beta service, data showed that the application had 2.16 million users, surpassing AfreecaTV's 1.96 million users.

However, contrary to expectations, SOOP surged ahead, shaking Chijijik's position. SOOP benefited from streamer recruitment and securing broadcasting rights for the 2024 Paris Olympics, attracting viewers, and plans to solidify its position as the number one market player through renewal and global expansion. The gap between streaming platforms is widening with SOOP's growth. According to statistics from the internet broadcasting ranking site SoftConViewership, SOOP's average daily viewers this month increased by 2.4% from the previous month to 141,200. Meanwhile, Chijijik's viewers decreased by 6.1% to 70,991.

A Naver representative said, "In the future, we are preparing to support creators so that streaming topics can expand beyond games to other categories," and added, "We are also preparing studios to support those who do virtual streaming, which will be available for rent."