The live-streaming industry in South Korea has shifted dramatically since Twitch exited the market. In its place, Chzzk, launched by Naver in late 2023, has rapidly grown to become a major player in the country’s streaming landscape. By leveraging Naver’s digital ecosystem and targeting local content preferences, Chzzk has attracted a large share of Korean viewers and carved out a unique space in both gaming and non-gaming streaming.
The platform’s launch followed Twitch’s announcement to close its South Korean operations, citing high operational costs. Naver acted quickly, conducting internal tests for League of Legends tournaments and opening a beta version within two weeks. By the time Twitch officially shut down in February 2024, Chzzk was already positioned as the successor for Korean streamers and viewers, offering tools to import subscriptions and follower lists to minimize migration friction.
How Chzzk Fits Into the Korean Streaming Market
Chzzk’s growth has been notable over its first two years. By the end of 2025, it accounted for 39% of all live-streaming hours watched in South Korea. This growth occurred alongside an expanding overall market, demonstrating the platform’s ability to attract and retain viewers. Although SOOP Korea maintains a slightly larger overall viewership, Chzzk has consistently maintained a strong presence, particularly during spikes in esports and talk-stream content.
Unlike global platforms, Chzzk focuses heavily on regional content and integration. It supports a variety of games popular in Korea, including League of Legends, Lost Ark, Teamfight Tactics, and Eternal Return, while also promoting talk shows and other non-gaming streams. This mix has helped the platform create a balanced creator ecosystem and avoid over-reliance on a few top personalities.
The Business Strategy Behind Chzzk
Chzzk operates as a standalone revenue-generating platform within Naver’s broader ecosystem. Monetization combines traditional methods such as subscriptions, advertising, and digital donations, with a deeper connection to Naver services. Creators can integrate merchandise through Naver’s Smart Store and manage payments via Naver Pay. This ecosystem integration encourages retention by making it easier for streamers to manage their communities and revenue in one place.
A key component of Chzzk’s strategy has been its focus on esports. Naver secured exclusive Korean-language broadcast rights for the League of Legends Champions Korea from 2026 to 2030 and acquired rights to the Esports World Cup for multiple years. These deals give Chzzk a steady stream of esports content, which has driven significant watch-time growth and positioned the platform as a central hub for competitive gaming in Korea.
Streamer Tiers and Monetization Structure
Chzzk categorizes streamers into three tiers: Rookie, Professional, and Partner. All new streamers start as Rookies, gaining immediate access to the platform with minimal requirements. Advancing to Professional status requires meeting thresholds for followers, viewers, and broadcast hours, while Partner status is awarded through direct invitation.
Monetization is tied to these tiers. Donation splits, subscriptions, and ad revenue vary depending on a creator’s level, with higher tiers receiving a larger share. Restrictions also increase with rank, including limitations on multistreaming and third-party donation tools. This system encourages growth on the platform while retaining top performers.
Early adopters from Twitch experienced rapid growth on Chzzk. Streamers such as Han Dong-sook and Lee Jae-wan leveraged Chzzk’s transition tools to carry over their audiences and quickly became leading channels.
Platform Features and Viewer Engagement
Chzzk’s standout features are closely tied to Naver’s ecosystem. The platform allows users to make digital donations through accumulated Naver points and connect with fan communities built on Naver Cafe. Merchandise and other commerce activities are also streamlined, creating a more cohesive experience for both viewers and creators.
The platform also uses a points-based system called Tongnamoo Power, similar to Twitch channel points, which allows viewers to engage in prediction-based events on stream. This feature enhances interaction and encourages viewer participation, while making the platform distinct from competitors.
Content Trends and Top Games
Esports content, particularly League of Legends, drives a significant portion of Chzzk’s viewership. In 2025, the platform’s esports hours reached record levels, fueled by tournaments and exclusive broadcasts. Beyond esports, talk shows and variety streams consistently lead overall hours watched, reflecting a growing trend toward non-gaming content.
Chzzk also supports locally-developed games that may have less visibility on Western platforms. Titles such as Lost Ark, Eternal Return, and Teamfight Tactics perform strongly, showing the platform’s alignment with regional gaming preferences. Western games such as VALORANT and GTA V maintain a presence but are less dominant than on global platforms.
Leading Streamers and Platform Diversity
The top streamers on Chzzk span multiple game genres and content types. Han Dong-sook, Wolf, Poong Wol-ryang, and Baek Sang-hyeon have consistently ranked among the most-watched creators, covering games like League of Legends, Lost Ark, and Hearthstone, as well as talk and variety content. Viewership distribution is relatively even compared with other platforms, highlighting Chzzk’s ability to support a diverse creator base rather than concentrating audiences among a few mega-streamers.
The Future of Chzzk in Korea
Chzzk has demonstrated that regional streaming platforms can succeed with strategic investments and local focus. Its growth reflects a combination of esports partnerships, integration with Naver services, and content tailored to Korean audiences. While competition from SOOP Korea and YouTube Gaming remains, Chzzk has established itself as a central platform for both creators and viewers in the post-Twitch era.
For brands and publishers, understanding Chzzk’s structure and content trends is critical for reaching Korean audiences. The platform’s continued development will likely shape the future of live streaming in South Korea.
Source: StreamHatchet
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Frequently Asked Questions (FAQs)
What is Chzzk?
Chzzk is a South Korean live-streaming platform launched by Naver in December 2023. It was created to replace Twitch after its exit from the Korean market.
How is Chzzk different from Twitch or SOOP Korea?
Chzzk integrates with Naver’s ecosystem, offering direct payment options, merchandise tools, and community connections, while emphasizing Korean content and esports broadcasts.
How do streamer tiers work on Chzzk?
Streamers start as Rookies and can advance to Professional and Partner levels. Tiers affect revenue splits for donations, subscriptions, and advertising, as well as platform restrictions.
What types of content are most popular on Chzzk?
Talk streams and League of Legends content dominate hours watched, followed by other Korean-developed games like Lost Ark, Teamfight Tactics, and Eternal Return.
Can streamers transfer their Twitch followers to Chzzk?
Yes, Chzzk offers tools to import subscriptions and follower lists from Twitch, simplifying the transition for creators.
What is Tongnamoo Power?
Tongnamoo Power is Chzzk’s point system where viewers earn points for watching streams. Points can be used in prediction-based events to engage with streamers.
Which streamers are the most watched on Chzzk?
Leading streamers include Han Dong-sook, Wolf, Poong Wol-ryang, and Baek Sang-hyeon, covering a mix of esports, MMOs, and talk/variety content.
