Naver, the South Korean internet giant, is making bold moves into the world of virtual entertainment and streaming, betting on the power of fandom and the surging popularity of sports and esports broadcasts. Recent developments reveal a company intent on transforming both how content is made and how it reaches audiences, with a strategy that weaves together cutting-edge technology, strategic investments, and a keen understanding of digital fan culture.
On July 9, 2026, Naver D2SF, the company’s venture capital arm, announced a new investment in 23rd Century Kids, a virtual entertainment startup known for its innovative content production technologies. According to Chosun Biz, 23rd Century Kids has developed proprietary tools such as real-time motion capture and toon shading, and operates the virtual boy group ‘Wego6’. The collaboration aims to connect Naver’s in-house production infrastructure—particularly its Motion Stage platform—with external creators, expanding the supply of virtual content for Naver’s streaming service, Chijijik.
This investment is more than a financial move; it’s a strategic effort to tap into the virtual market, which is increasingly driven by what insiders call “core fandoms”—passionate, repeat consumers who are willing to spend on digital goods and experiences. Naver’s portal already attracts a broad base of casual users, but the company’s sights are set on integrating the high-engagement, high-spending fans who drive the virtual content economy.
The numbers speak volumes. In 2024, the top five earners on YouTube’s Super Chat were all virtual creators, a testament to the economic muscle of digital fandoms. Virtual idol ‘Playve’ shattered records by surpassing one million mini-album sales in early 2025 and going on to achieve three consecutive million-seller albums by April 2026. These milestones highlight the growing appetite for virtual artists, who interact with fans through live broadcasts, music releases, and performances, all while building immersive activity narratives in real time.
Naver’s Motion Stage infrastructure plays a pivotal role in this ecosystem. As described by Chosun Biz, the platform allows for real-time animation of characters and the creation of virtual spaces, making it possible to produce high-quality content at a rapid pace—even with small teams. By linking Motion Stage with Chijijik, Naver can deliver a steady stream of fandom-oriented content, keeping fans engaged and coming back for more.
But Naver’s ambitions don’t stop at content creation. The company operates a sprawling digital ecosystem that includes webtoons, live broadcasts, short-form videos, e-commerce, and search. With recent expansions into AI, cloud computing, and digital twin technology for business-to-business (B2B) services, Naver is positioning itself as a one-stop shop for everything from content production to distribution, consumption, and even enterprise solutions.
“The virtual market is centered on core fandoms with strong repetitive consumption tendencies, making it a natural fit for Naver’s various businesses like Chijijik, Clip, and webtoons,” an industry source told Chosun Biz. “In an era when it’s tough to turn a profit on AI technology alone, drawing core fandoms into Naver’s service ecosystem could be a realistic business model.”
This strategy is already bearing fruit. Naver’s streaming platform Chijijik has seen a meteoric rise in usage, especially during major sporting events. According to a July 13, 2026 survey by the Korea Broadcast Advertising Corporation Media Advertising Research Institute, 16.6% of 1,000 adult respondents watched the 2026 North and Central America World Cup via portal streaming—a significant jump from the 8.6% who did so during the February 2026 Milan-Cortina Winter Olympics. In contrast, traditional TV viewing at home accounted for 47.1%, and public venues like restaurants and cafes made up 6.2%.
Interestingly, the proportion of viewers who consumed only digital summaries, such as short-form videos, dropped from 12.9% to 9.3%. Likewise, those who checked results solely through articles or online posts fell from 10.4% to 7.7%. This shift suggests that as streaming channels proliferate and become more accessible, some users are gravitating back toward live broadcasts—often with the added interactivity and community of digital platforms.
Chijijik’s numbers underscore this trend. Data from WiseApp Retail shows that in June 2026, Chijijik reached 5.24 million monthly active users—its highest figure since launch—up from 2.76 million in May. The World Cup played a key role in this surge, drawing new viewers and cementing Chijijik’s status as more than just an internet broadcasting platform; it’s now a recognized channel for sports streaming.
Chijijik’s evolution has been swift. Initially focused on game broadcasts and streamer communities, it has broadened its content to encompass both sports and esports. Since 2026, Naver has provided official League of Legends LCK broadcasts and introduced real-time match data features on Chijijik. The platform also streamed the recently concluded MSI 2026 and is set to broadcast the EWC 2026 from July to August, offering Korean commentary for fan-favorite games like League of Legends, Valorant, PUBG: Battlegrounds, and Overwatch. This dual focus on gaming fandoms and mass-market sports events is helping Chijijik expand its user base and influence.
Viewer experience is improving as well. The same survey found that accessibility scores for streaming channels rose from 3.17 during the Winter Olympics to 3.39 during the World Cup, while satisfaction jumped from 2.89 to 3.26. Free access and a wider array of channel choices are driving this positive reception, with Chijijik’s entry into the market meeting user demand for convenience and variety.
Naver’s investment in virtual technology and content platforms like Chijijik reflects a broader vision: to attract and retain core users with strong repeat spending habits, leveraging the synergies between fandom-driven content, advanced production tools, and a robust digital ecosystem. By expanding Motion Stage’s reach to external IP holders and B2B markets, Naver is not only increasing Chijijik’s content supply but also setting the stage for new business opportunities.
As the lines blur between virtual and real, and as sports and entertainment consumption habits evolve, Naver’s approach offers a glimpse into the future of digital fandom and streaming. The company’s ability to connect passionate audiences with innovative content and seamless technology may well define the next chapter in online entertainment.