AfricaTV, South Korea's leading live-streaming platform, has officially rebranded itself as SOOP after 18 years. The name change is part of a strategic move to streamline the company’s domestic and global operations, enhancing both user experience (UX) and interface design (UI) to provide a more cohesive and accessible platform for all users.
AfricaTV initially launched in 2006 under the beta service name ‘W,’ quickly rose to prominence by creating a space where streamers and users could engage in real-time, enjoying content from mukbang (eating shows) to gaming, sports, and music. The rebranding to SOOP signals the company's intent to expand its influence in the global market while reinforcing its core strengths in live streaming.
SOOP CEO Jung Chan-yong described the change as a pivotal moment in the platform’s evolution. "Our shift to SOOP reflects our vision of becoming a more user-centered, open platform. We will continue to innovate to enhance communication and interaction between streamers and users," he said. The name ‘SOOP,’ meaning 'forest' in Korean, symbolizes a diverse and interconnected ecosystem where anyone can communicate freely, much like a forest where different elements coexist in harmony.
With the rebranding, SOOP has revamped its UX/UI, introducing a more streamlined homepage with key services like ‘Explore,’ ‘LIVE,’ ‘MY,’ and ‘Catch’ prominently displayed. For PC users, the focus has shifted from traditional VOD content to the popular short-form videos now hosted under the ‘Catch’ section, enhancing accessibility and convenience. Additionally, SOOP plans to roll out AI-powered content recommendations, further personalizing the user experience.
One of the key aspects of SOOP’s overhaul is its strengthened connection to the global streaming market. By offering simultaneous streaming capabilities, SOOP allows streamers to operate across multiple platforms without restrictions. This move is expected to boost the platform’s appeal among global streamers while also enhancing its esports content production, which has become a central focus in recent years. SOOP also plans to continue its 'Assemble' project, which encourages collaboration between streamers across various platforms, offering more diverse content for viewers.
SOOP’s rebranding also reflects its desire to move away from the traditional broadcasting connotations associated with the term ‘TV.’ By dropping ‘TV’ from its name, the platform emphasizes its focus on live interaction and dynamic content creation rather than conventional programming. This shift aligns with the growing trends in media consumption, where live streaming and user participation take center stage.
In celebration of the new name, SOOP has launched the ‘Hello SOOP!’ event, which will run through December 16, 2024. Both new and existing users are invited to participate, with the platform offering various incentives, including rewards for sharing broadcast records and subscription histories from other platforms. SOOP will also host a ranking event based on streaming hours and user activity, encouraging broader engagement from the community.
SOOP’s commitment to fostering an interactive ecosystem is set to continue, as the platform positions itself to thrive in the competitive global streaming industry. By focusing on content diversity and user connectivity, SOOP is poised to become a key player in the global streaming landscape.
Sayart / Sims green, sims010@naver.com
Courtesy of SOOP
AfricaTV, South Korea's leading live-streaming platform, has officially rebranded itself as SOOP after 18 years. The name change is part of a strategic move to streamline the company’s domestic and global operations, enhancing both user experience (UX) and interface design (UI) to provide a more cohesive and accessible platform for all users.
AfricaTV initially launched in 2006 under the beta service name ‘W,’ quickly rose to prominence by creating a space where streamers and users could engage in real-time, enjoying content from mukbang (eating shows) to gaming, sports, and music. The rebranding to SOOP signals the company's intent to expand its influence in the global market while reinforcing its core strengths in live streaming.
SOOP CEO Jung Chan-yong described the change as a pivotal moment in the platform’s evolution. "Our shift to SOOP reflects our vision of becoming a more user-centered, open platform. We will continue to innovate to enhance communication and interaction between streamers and users," he said. The name ‘SOOP,’ meaning 'forest' in Korean, symbolizes a diverse and interconnected ecosystem where anyone can communicate freely, much like a forest where different elements coexist in harmony.
With the rebranding, SOOP has revamped its UX/UI, introducing a more streamlined homepage with key services like ‘Explore,’ ‘LIVE,’ ‘MY,’ and ‘Catch’ prominently displayed. For PC users, the focus has shifted from traditional VOD content to the popular short-form videos now hosted under the ‘Catch’ section, enhancing accessibility and convenience. Additionally, SOOP plans to roll out AI-powered content recommendations, further personalizing the user experience.
One of the key aspects of SOOP’s overhaul is its strengthened connection to the global streaming market. By offering simultaneous streaming capabilities, SOOP allows streamers to operate across multiple platforms without restrictions. This move is expected to boost the platform’s appeal among global streamers while also enhancing its esports content production, which has become a central focus in recent years. SOOP also plans to continue its 'Assemble' project, which encourages collaboration between streamers across various platforms, offering more diverse content for viewers.
SOOP’s rebranding also reflects its desire to move away from the traditional broadcasting connotations associated with the term ‘TV.’ By dropping ‘TV’ from its name, the platform emphasizes its focus on live interaction and dynamic content creation rather than conventional programming. This shift aligns with the growing trends in media consumption, where live streaming and user participation take center stage.
In celebration of the new name, SOOP has launched the ‘Hello SOOP!’ event, which will run through December 16, 2024. Both new and existing users are invited to participate, with the platform offering various incentives, including rewards for sharing broadcast records and subscription histories from other platforms. SOOP will also host a ranking event based on streaming hours and user activity, encouraging broader engagement from the community.
SOOP’s commitment to fostering an interactive ecosystem is set to continue, as the platform positions itself to thrive in the competitive global streaming industry. By focusing on content diversity and user connectivity, SOOP is poised to become a key player in the global streaming landscape.
