AfricaTV Deleted and Reborn as SOOP... Dreaming of Global Expansion

Rebranding from Domestic Streaming Service AfreecaTV to SOOP
for Synergy Between Domestic and International Services

The streaming platform SOOP will rebrand its domestic service name from AfreecaTV to SOOP next month.

According to industry sources on the 27th, Google Play Store and Apple App Store are currently reviewing the new mobile application (app) submitted by SOOP following the service name change.

SOOP decided to change its service name to create synergy between its global and domestic platforms. Earlier in March, the company changed its corporate name from AfreecaTV to SOOP, and at the end of May, it launched the beta test of SOOP, its overseas video streaming platform. With both the corporate name and global service named SOOP, the company aims to unify the domestic service name as well to maximize cooperation between domestic and international services.

SOOP is putting significant effort into global expansion, even establishing subsidiaries overseas. It has set up local corporations in Thailand, Hong Kong, and the United States, focusing on software (SW) development, consulting, and supply as its main businesses. Using the SOOP brand, it is targeting overseas streaming services. The streaming service currently in beta supports English, Thai, and Chinese (Simplified and Traditional). Through collaboration with game companies, SOOP is strengthening the gaming and e-sports ecosystem primarily in Southeast Asian markets such as Thailand, while also securing local streamers. Additionally, it is expanding its influence by broadcasting Korean Baseball Organization (KBO) games globally.

This move is also expected to help narrow the gap with Twitch, which holds a dominant market share in the global streaming market. According to data from the media analytics platform Stream Hatchet, Twitch accounted for approximately 60.3% of cumulative streaming watch time in the second quarter. However, this represents a 10.7 percentage point decrease compared to the same period last year. Meanwhile, SOOP’s share increased by 0.4 percentage points to 3.4% during the same period.

Once the app review is completed, the service name change is expected to accelerate. Along with the domestic service name change, changes to the user interface (UI) are also planned. Additionally, a survey regarding renaming the sponsorship currency, known as “Star Balloons,” is under consideration.

A company representative stated, "Through the new branding of the domestic service, we plan to prepare service and feature updates and events to create a platform where various streamers and users can freely participate. We will continue to enhance the service by expanding cooperation with local streamers," they said.

This content was produced with the assistance of AI translation services.