AfricaTV Changes Platform Name to SOOP After 18 Years

Global Platform SOOP Launch Followed by Domestic Name Unification
"Growing as a User-Centered Open Platform"

Domestic streaming platform AfreecaTV is changing its name to SOOP after 18 years.

According to SOOP on the 15th, the introduction of this new service name was prepared to build an integrated brand for synergy between global and domestic platforms and to enhance user convenience and connectivity through the reorganization of the user interface and user experience (UI·UX).

AfreecaTV first launched in 2006 as a beta service under the name Double-u (W) and rapidly grew by introducing a culture of enjoying content together. However, as competition around streaming platforms intensified, it embarked on a rebranding effort.

Following the introduction of the new name in March, SOOP declared its global expansion in May and launched the global platform SOOP. Subsequently, the domestic platform name was unified to SOOP, establishing an integrated brand centered on the 'live streaming platform.' In particular, the plan is to strengthen the identity of the live streaming platform focused on communication, moving away from the traditional broadcasting concept implied by the word 'TV' in AfreecaTV. The term 'BJ,' previously used to refer to internet broadcasters on AfreecaTV, will be changed to 'streamer,' and the broadcasting space called 'broadcast station' will be renamed 'channel.' However, the name of the sponsorship currency, 'Star Balloon,' will remain unchanged.

SOOP carries the meaning of a free space where anyone can communicate through content anytime and anywhere, like a 'forest' ecosystem encompassing all components. The logo of the name symbolizes streamers and users receiving the spotlight and connecting to a wider world to communicate. The symbolic colors of each service's logo represent a platform that encompasses the forest of mountains and sea.

Along with the introduction of the new name, UX and UI will also change. SOOP plans to provide an intuitive environment that allows users to easily adapt to the platform by reflecting users' needs as much as possible in this reorganization. It also adopted methods commonly used in platform services and focused on providing consistent usability without any sense of alienation throughout the service.

The home screen has also been revamped to be simple and intuitive. The menu is organized around major services such as 'Explore,' 'LIVE,' 'MY,' and 'Catch,' and the layout of the LIVE and VOD players has been streamlined to improve usability. Especially in line with the popularity of short-form videos, the PC version has replaced the existing 'VOD' menu with Catch as the main feature to enhance accessibility. An AI-based recommendation system will also be introduced in the future. Additionally, SOOP will strengthen connections with global platforms through simultaneous broadcasting content exchange and integrated e-sports content production.

Jung Chan-yong, CEO of SOOP, said, "The introduction of the new service name and the UX·UI reorganization is an important leap for SOOP to grow further as a user-centered open platform," adding, "We will continue to make ongoing changes to create an environment where streamers and users can communicate and participate more diversely on the SOOP platform."

Meanwhile, to celebrate the introduction of the new platform name, SOOP is holding an event called 'Hello SOOP!' for streamers and users. This event is open to both new and existing users and will run for about two months until December 16. Through this event, SOOP plans to expand support so that streamers and users can continue stable activities on the platform and provide various benefits through verification of broadcasting records and subscription history from other platforms. A ranking event will also be held based on broadcasting time and participation activities.