Naver's streaming platform, Chzzk, is overhauling its streamer tier system. The company has introduced a new "Challenger" tier, which will receive up to 30 million won in annual content production support fees. Analysts interpret this move as a strategic step to produce high-quality content and cultivate mid-tier streamers in order to reverse the lagging user engagement time compared to competitor SOOP.
According to Naver on the 2nd, Chzzk will restructure its three-tier streamer system of "Rookie-Pro-Partner" into a four-tier system of "Rookie-Pro-Challenger-Partner" starting November 1. Rookies receive a 60% distribution of sponsorship revenue, while Pros and Challengers receive 70%, and Partners receive 80%.
Streamers in the newly established Challenger tier will be provided with content production support fees of up to 10 million won per session and up to 30 million won annually. When a streamer applies for production support, Chzzk conducts an internal review and settles actual expenses. In addition, benefits include priority access to official Chzzk events following Partner streamers, channel name support services, and a one-year retention period for replays.
The target is "Pro" tier streamers who meet all of the following criteria over the preceding three months: an average concurrent viewer count of 150 or more, and cumulative live broadcast time of 180 hours or more. Meeting the criteria does not guarantee selection; Chzzk accepts regular transition applications every three months and selects candidates based on a review of content hosting history, platform collaboration records, categories, and other factors. Even after selection, eligibility is re-verified every three months based on the two aforementioned criteria.
As a late entrant, Chzzk has maintained low barriers for promotion to the Pro tier to rapidly secure streamers, including requirements such as 150 followers, 500 total viewers in the past year, and 20 hours of broadcasting. In contrast, only a very small number of streamers sign separate contracts with the company to become Partners. As Chzzk's user base grew and Pro-tier streamers accumulated excessively, the company established an "incubation system."
The industry interprets this as a strategic move to reverse its position in the competition for user engagement time against SOOP. According to iGA Mobile Index, Chzzk's monthly active users (MAU) reached 3.71 million in August, surpassing SOOP's 2.33 million, but total usage time was 34.16 million hours, which was lower than SOOP's 39.24 million hours. While Chzzk increased new user inflow through broadcasts of major events such as the Asian Games and the World Cup, a lack of mid-tier streamers with established fan bases is cited as a weakness.
SOOP operates a three-tier system of "General-Best-Partner." For sponsorship revenue, General streamers receive 60 won per star balloon (110 won), Best streamers receive 70 won, and Partners receive 80 won. The "Best BJ" tier, which selects a fixed number of individuals each month, is similar to the Challenger streamer tier that Chzzk is establishing. This is why analysts say Chzzk has launched a head-on challenge against SOOP.
Chzzk's burden has increased as Naver terminated its video platform "Naver TV" on the 30th of last month. Naver's future video services are expected to be reorganized into the short-form service "Clip" and the streaming platform "Chzzk." This is why Naver is investing support funds in Chzzk and fostering a streamer ecosystem.
A Naver official stated, "The establishment of this Challenger tier is intended to systematically support top-tier Pro streamers in establishing a stable foundation for their activities and enabling them to grow to the next level," adding, "We plan to continue strengthening support so that streamers can grow based not only on Chzzk but also on the broader Naver ecosystem."
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