Naver's streaming platform, Chijijik, has partnered with MBC to bring some of South Korea's most beloved variety shows to online audiences 24/7. This collaboration commenced on February 17, 2025, and has already generated significant viewer interest, with more than 30,000 viewers tuning in on the very first day.
Among the popular series offered are 'Infinite Challenge', 'I Live Alone', 'High Kick', and 'High Kick: Through the Roof'—shows known for their humor and cultural relevance. Naver aims to attract existing fans of these popular programs and introduce them to its platform by providing easy access to episodes through dedicated streaming channels.
According to sources, the first day saw astonishing engagement, showcasing approximately 30,000 viewers utilizing both official channels and streamer-led 'together viewing' sessions. This approach lets users watch shows concurrently and discuss them live, fostering community interactions.
Kim Jeong-mi, the leader of Naver Chijijik, stated, “This will allow us to provide more enriching content experiences.” This sentiment was echoed by Naver spokespersons who highlighted the anticipated strong demand for these iconic series. The collaboration is seen as having the potential to significantly increase viewer engagement and encourage existing fans to visit Chijijik for more vibrant content viewing.
The way the streaming works is particularly appealing: viewers can access four dedicated channels where their favorite shows are streamed live. Naver’s innovative format separates each show, allowing flexible timing for audiences to catch up whenever they wish.
Fan feedback has also been positive, with many expressing excitement over the interactive elements of watching live. Industry analysts have pointed out the atmosphere of community it creates, enhancing the viewing experience by allowing fans to engage real-time comments and reactions with one another.
Some fans have voiced hopes for collaborations involving original cast members, particularly with comedian Ha Ha, whose comments lead viewers to reminisce about behind-the-scenes stories from the shows. One fan remarked, “It would be fun to see Ha Ha discussing moments live as we watch ‘Infinite Challenge.’” While Naver has yet to announce specific plans for such collaborations, the potential for creating unique streaming content remains strong.
Chijijik's innovative features extend beyond just variety shows. Naver has plans to continue offering additional content across various genres, including sports events like the 2025 Harbin Asian Winter Games. Statistics compiled during the games indicated up to 690,000 total viewers tuned in for events, underlining the audience's growing appetite for interactive streaming.
Naver's strategy to absorb these engaged audiences is part of its broader vision. Previous events, including the Asian Games, demonstrated marked increases—new user uptake soared tenfold during peak periods of interest. Series fans have been delighted at the opportunity for accessible viewing without the burdens of subscription fees.
While the future of this partnership looks promising, traditional broadcasting models are also being challenged by the rise of platform-based viewing experiences. Naver's strategy seems aimed at solidifying its position as a flexible entertainment source for all ages, enabling niche communities and fan cultures to continue thriving beyond conventional TV habits.
For now, T.V. buffs and online audience members alike will be watching closely to see just how Chijijik’s streaming efforts evolve and what new surprises they might hold for MBC's dedicated fans. With popular shows transitioning seamlessly to digital formats, it's clear this dynamic shift continues to redefine entertainment consumption in South Korea.