Naver is accelerating the expansion of its live streaming platform, Chijijik, by leveraging exclusive new media broadcasting rights for the 2026 North America World Cup. The company aims to attract users through this major sporting event and enhance its platform strategy by linking it with Naver Plus membership for shopping and content services.
On June 12, Naver reported that the combined peak viewership for the dedicated World Cup broadcast channel and the 'Watch Together' streaming feature during the group stage match between South Korea and the Czech Republic reached 4.82 million.
A total of 817 streamers participated in the 'Watch Together' broadcasts. Popular streamer Han Dong-sook's channel recorded a peak viewership of 375,965, while the cumulative live streaming time for all 'Watch Together' broadcasts reached 1,613 hours. This interactive content, which allows streamers and viewers to enjoy the game together, has been praised for attracting a large audience beyond traditional match broadcasts.
Naver secured exclusive new media broadcasting rights for the FIFA World Cup in South Korea from 2026 to 2032 from the Central Group. The company obtained the new media rights from JTBC, providing mobile live broadcasts through the Chijijik app and website. This strategy aims to shift sports broadcasting from traditional television to mobile platforms, expanding user engagement.
Chijijik, launched by Naver at the end of 2023, initially focused on game streaming but has recently expanded into e-sports, sports, performances, and entertainment. Naver is committed to developing Chijijik into a comprehensive live streaming platform, with the World Cup seen as a significant opportunity to broaden its reach.
The broadcasting service is closely linked to the Naver Plus membership. Live broadcasts of overseas matches, excluding those involving South Korea, are available only to members, while high-definition viewing services for South Korean matches are also offered to members. This strategy aims to leverage World Cup content as a membership benefit to attract new subscribers and enhance user retention and loyalty.
Naver Plus membership not only offers shopping rewards but also provides access to various content services, including Netflix, Spotify, and Xbox Game Pass. Naver is working to convert users attracted by the World Cup into members, establishing a virtuous cycle that leads to increased shopping and content consumption. The company is utilizing sports content as a means to acquire users and positioning membership as a link to expand the Naver ecosystem.
Chijijik is also focusing on differentiation. During the World Cup broadcasts, the platform will provide real-time AI-generated short clips during matches and player highlights immediately after games, enhancing features tailored to mobile users.
The 'Watch Together' feature, with participation from 817 streamers, is a key content differentiator for Chijijik. Users can enjoy real-time chat and streamer commentary, offering a viewing experience distinct from traditional TV broadcasts.
Naver is rapidly enhancing Chijijik's content competitiveness. On June 8, Jensen Huang, CEO of NVIDIA, conducted a live broadcast from Naver's dedicated Chijijik studio, engaging with fans in real-time. Naver plans to continue expanding its live production infrastructure to enhance content competitiveness through large events and creator-driven content.
* This article has been translated by AI.
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