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News News
file:nd

콘텐츠 확장하는 네이버 치지직... 정체된 스트리밍 시장 살릴까

ID: 59948
description:
네이버 스트리밍(실시간 방송) 플랫폼 치지직에서 최근 인기를 끄는 건 10여년 전 방영된 예능 프로그램 ‘무한도전’이다. 치지직은 해당 프로그램의 과거 방영분을 24시간 재생하는데, 매시간 3000~4000명에 달하는 동시 시청자가 영상을 보며 댓글로 소통하고 있다. 개인 스트리머(방송인)가 시청자들과 같이 무한도전을 보면서 반응을 덧붙이는 채널도 여럿 있다.네이버 치지직이 게임을 넘어 예능, 스포츠 등으로 스트리밍 콘텐츠를 확장하고 있다. 치지직은 출범 당시 게임 방송 플랫폼 ‘트위치’의 공백을 메울 것으로 예상됐으나, 이보다 외연을 넓히려는 모습이다. 치지직의 전략이 월간 활성 사용자 수(MAU) 400~500만명대에 갇힌 스트리밍 시장을 활성화할 수 있을지 주목된다.4일 데이터 플랫폼 기업 아이지에이웍스 모바일인덱스에 따르면 지난 4월 치지직의 MAU는 250만1246명으로 집계됐다. 지난해 5월 정식 출시된 치지직은 같은 해 11월부터 경쟁사 SOOP(옛 아프리카TV) MAU를 앞서며 국내 스트리밍 서비스 1위에 올랐다. 치지직과 SOOP의 MAU 차이는 약 25만명이다.네이버 생태계가 치지직의 빠른 성장을 이끌었다. 치지직은 출시와 함께 기존 네이버 클립(숏폼)과 연동해 서비스 노출도를 높였다. 네이버가 개발한 실시간 스트리밍 애플리케이션 ‘프리즘 라이브 스튜디오’에서는 치지직 방송을 송출할 수 있는 기능이 있다. 치지직은 이달 정기 구독을 하면 추첨을 통해 네이버페이 당첨금을 진행하는 이벤트를 진행 중이다.콘텐츠 업계와의 협업도 늘렸다. 치지직은 지난 2월부터 MBC와 협약을 맺고 무한도전을 포함한 예능 프로그램 4개를 송출하고 있다. tvN과도 제휴를 맺어 예능 ‘더 지니어스’를 내보내고 있다. 업계 관계자는 “콘텐츠 판매로 수익을 개선하려는 방송사와 장르를 넓히려는 스트리밍 사업자의 니즈가 맞아떨어진 것”이라고 말했다.콘텐츠 확장과 수익 모델을 연결하려는 시도도 보인다. 치지직은 최근 회차별로 콘텐츠를 구매할 수 있는 ‘프라임 콘텐츠’ 서비스를 도입했다. 스트리머와 다른 시청자와 실시간으로 방송을 보며 댓글을 남길 수 있는 ‘같이 보기’와 다시 보기 기능을 이용할 수 있다. 치지직은 첫 번째 프라임 콘텐츠는 스포츠 전문 채널 ‘SPOTV’의 미국 프로야구 메이저리그(MLB)의 주요 경기다.이 같은 유료 서비스가 얼마나 잘 정착하는지가 수익성의 관건이 될 것으로 보인다. 현재 치지직의 수익 모델은 중간광고와 스트리머에 후원하는 포인트 ‘치즈’에 부과하는 수수료 등이다. 네이버의 지난 1분기 치지직 실적을 포함한 콘텐츠 부문 매출은 4593억원으로, 전체 매출에서 16%가량을 차지했다. 최수연 네이버 대표는 실적 발표 당시 “치지직은 사용자 경험 향상과 수익성 개선을 동시에 도모하고 있다”고 언급한 바 있다.조민아 기자 minajo@kmib.co.kr
Publication date:
2025-06-03 20:00:00
Source ID:
kmib
Article ID:
d3d1d2478bf3564eb33ebb8907f18669
Link:
Video url:
Country (The country of the publisher):
South Korea (south korea (kr))
Language (The language of the news article):
korean ()
Category(s):
Business
Keywords:
경제

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