Naver’s Chzzk Seizes the World Cup Opportunity
Naver's video streaming platform, Chzzk, is leveraging the global excitement surrounding the FIFA World Cup. The platform is broadcasting all matches of the tournament online and via mobile devices, with a notable surge in viewership driven by the strong performance of the South Korean national team and the standout performances of international football stars.
Chzzk was officially launched by Naver in May 2024, initially focusing on game streaming. However, it has since expanded its scope to include sports broadcasting. An industry insider remarked, “The upcoming match against Mexico on the 19th could potentially break the platform’s all-time concurrent viewer record,” adding, “Chzzk is well-positioned to become a leading sports streaming platform through this World Cup.”
Mexico Match: A Potential Record Breaker?
Naver previously announced that the group-stage match between the South Korean national team and the Czech Republic on the 12th recorded a peak of 4.82 million concurrent viewers—the highest in Chzzk’s history. This number is over six times higher than the 760,000 viewers who watched the ‘2025 League of Legends (LoL) World Championship’ in November last year.
Industry analysts note that World Cup coverage attracts a broad demographic, unlike traditional game streaming. Following the victory against the Czech Republic, expectations for the Mexico match are high, and viewership is anticipated to rise further.
This trend is not limited to South Korean matches. The group-stage match between Argentina and Algeria on the 17th, where Lionel Messi scored a hat-trick, recorded a peak of 222,000 concurrent viewers. This ranks third among all World Cup matches broadcasted on Chzzk, following the Japan vs. Netherlands match on the 15th, which drew 283,000 viewers.
Naver is live-streaming all 104 matches of the FIFA World Cup in North America via Chzzk. An internet industry insider explained, “Due to time zone differences, major World Cup matches are held in the morning in South Korea, making mobile streaming more accessible than TV. The reduced number of broadcasters covering the World Cup compared to previous years has also benefited Naver.”
This impact is even reflected in Naver’s stock price, which fluctuates in real time based on match outcomes
Naver’s Strategy to Expand Paid Membership
Naver expects the World Cup coverage to boost its paid membership base. Subscribers to Naver Plus Membership (4,900 Korean won/month) or Chzzk’s ad-free ‘Cheat Key’ service (14,300 Korean won/month) can access all matches in high definition (1080p) and replay services.
In contrast, non-members receive matches only in standard definition (480p). This strategy appears designed to incentivize paid memberships among viewers seeking higher-quality streams. Naver is also offering new Naver Plus Members—who have not used the service in the past 90 days—coupon packages worth up to 10,000 Korean won for the Naver Plus Store and a 3,000 Korean won discount coupon for Kurly N Mart.
Beyond match broadcasts, Naver operates World Cup-related communities and data services. It also provides content from popular video creators like Han Dong-sook, Wolf, and Shoot for Love to cater to diverse football fan preferences. Viewers who correctly predict match outcomes can win up to 1 million Korean won in N Pay points. An industry insider predicted, “If the South Korean team advances to the knockout stage, Naver’s paid membership base will grow, improving profitability.”
Membership Offers for News Readers
For news readers, there are special membership offers available. A monthly membership priced at 5,900 won provides access to 8 different newspapers and magazines worth up to 55,000 won. Additionally, members can enjoy 7,000 points that can be used like cash for shopping.