Naver's Chijijik Surges as Twitch Replacement, Dominating Korean Streaming in 2025

Naver 'CHZZK' – A New Challenger in the Domestic Streaming Market

Hello 😊
Today, we'll be analyzing Naver's game-specialized streaming platform, ‘CHZZK’.
It's a service aimed at creating an ecosystem where creators and viewers can grow together, going beyond a simple streaming platform.
We'll examine its performance since launch, technical features, and differences from competing platforms.

1. What is CHZZK, and why is it important?

The Concept and Goals of CHZZK

‘CHZZK’ is a streaming platform officially launched by Naver in May 2024,
particularly specializing in game broadcasts and esports broadcasts.
It was created to fill the market gap created by the withdrawal of existing global platforms (such as Twitch) and lead the domestic streaming market.

A Service Tailored to Market Needs

• Due to network usage fee issues in Korea, Twitch withdrew, increasing the need for a stable and independent streaming platform.
• Naver combines its own technological capabilities and ecosystem to provide a service optimized for domestic users.

2. Key Features and Innovative Elements of CHZZK

① Top-Level Technology

1. High-Definition Streaming Support

• Up to 1080p 60fps, 8Mbps bitrate providing better image quality than Twitch.
• Maintains stable image quality with By-pass transmission function.
• Optimizes loading speed to provide a lag-free streaming environment.

2. Low-Latency Technology Adoption

• Minimizes broadcast delay for real-time communication.
• Especially in esports broadcasts, low latency provides great satisfaction to fans.

3. Creator-centric Platform

• Content Production Cost Support: Up to 120 million KRW per streamer annually.
• Provides text-to-speech (TTS) functionality using Naver's AI technology.
• Provides fast replay service immediately after the broadcast ends.

4. Integration with the Naver Ecosystem

• Easy login and payment through Naver account.
• Naver Pay support, Smart Store linkage allows streamers to sell goods.

3. CHZZK's Performance and Market Response

1) Initial Performance

1. Rapid User Acquisition

• Exceeded 2.5 million monthly active users (MAU) within one year of launch.
• Users aged 10-20 account for 85% of the total, successfully targeting the MZ generation.

2. Expansion of Streamers and Content

• Successfully recruited major streamers after Twitch's withdrawal.
• Recorded 4.82 million cumulative broadcasts in one year.

2) User Response – A Coexistence of Positive and Negative Feedback

1. Positive Feedback

• High satisfaction with better image quality and lower latency than Twitch.
• Easy adaptation for existing users due to familiar UI.
• Convenience of easy payment systems such as Naver Pay.

2. Negative Feedback

• Chat window readability issues: Suggestions for adjusting font size and color.
• Lack of category search function: Difficulty finding desired streamers or content.
• Lack of app stability: Increased user dissatisfaction due to incomplete features.
• Buffering issues due to mid-roll ads: Reported video interruptions after ads.

4. Comparison with Competing Platforms – CHZZK's Strengths and Weaknesses

1) Comparison with Twitch

1. Strengths

• Unlike Twitch's 720p resolution limit, CHZZK provides 1080p high definition.
• Naver ecosystem linkage makes payment and community use more convenient.
• Domestic environment-tailored low broadcast latency and stable transmission.

2. Weaknesses

• Fewer global exposure opportunities compared to Twitch, making it difficult to acquire overseas fans.
• Lack of category search functionality, resulting in user-friendliness shortcomings.

2) Comparison with AfreecaTV (Soop)

1. Strengths

• Secures a user base much more focused on the younger generation (MZ generation) than AfreecaTV.
• Differentiation through payment and support system linked to Naver Pay.

2. Weaknesses

• Compared to AfreecaTV's diverse content (variety shows, music, daily broadcasts), CHZZK lacks content diversity due to its focus on games.

5. CHZZK's Problems and Challenges to Overcome

1) Strengthening Chat and Search Functions

• Chat window improvement: Requires font and color adjustments to improve readability.
• Expanding search function: Needs to add streamer and content category search functions.

2) Ensuring Stability

• Resolving buffering issues occurring after mid-roll ads.
• Requires improving app completion and additional technical support for stable operation.

3) Diversifying Content

• Expanding user base by introducing new content such as music, variety shows, cooking, ASMR, in addition to games.
• Expanding support for creative content beyond esports.

4) Expanding into the Global Market

• After establishing a domestic user base, plans to attract overseas streamers and viewers are needed.
• Language support and content development for communication with global fans are necessary.

6. CHZZK's Future Potential

1) A Platform Growing with the MZ Generation

CHZZK is a platform where the MZ generation is mainstream, and it has a high potential to develop by reflecting the trends of the younger generation.

2) Maximizing the Advantages of the Naver Ecosystem

Linking with Naver Pay, Cafe, and Smart Store can provide real value to both streamers and users.

3) A Monopoly Position in the Domestic Market

Through esports tournament broadcasting rights and creator support programs, it has a high potential to establish itself as a powerful platform in the domestic streaming market.

CHZZK is building an ecosystem where creators and viewers can grow together, going beyond a simple streaming platform.
Although there are some shortcomings in the early stages, there is a high possibility that they will be overcome through Naver's technological capabilities and continuous service improvements.
In the future, it has the potential to grow into a global platform beyond Korea, so CHZZK's challenge is just beginning.

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