[Edaily Reporter Lee So-Hyun ] SOOP(067160) The stage for streamers is expanding beyond the broadcast screen. They are creating content alongside figures from the broadcasting and entertainment industries—such as comedians and singers—visiting theme parks and local festivals to host live broadcasts on-site, and even expanding their scope to include live commerce, where they introduce brand products.

SOOP announced on the 3rd that it is broadening the range of content and platforms available to streamers through collaborations with external partners. The company is focusing on connecting streamers with personalities, venues, and brands to create new broadcasting experiences and revenue opportunities.

Streamers Meet Comedians and Singers

SOOP is introducing new content by connecting streamers with comedians and singers who have been active in the broadcasting and entertainment industries.

In the comedy sector, SOOP is collaborating with the Korea Broadcasting Comedians Association to support comedians’ activities on the platform. Comedians such as Park Seong-ho, Park Jun-hyung, and Lee Gwang-seop have begun their activities on SOOP, presenting live comedy content alongside streamers, including “Sseul Episode,” “Rising Star,” and “Pungsunga Academy.”

Last August, SOOP participated as an official partner of the Busan International Comedy Festival and produced on-site content featuring comedians and streamers. This provided comedians, who had previously worked on broadcast stages, with a new outlet through the live streaming platform, while giving streamers the opportunity to collaborate with professional comedians.

Collaborations are also continuing in the music industry. Last May, SOOP launched the music audition program “Amuso X” with singer Noul Co., Ltd. and released a collaborative track. This initiative provided a platform for music streamers to go beyond broadcasting and experience actual music releases and collaborations with artists.

Theme Parks and Local Festivals as Performance Venues

Streamers’ stages are also expanding into offline spaces. SOOP is utilizing spaces and regions owned by corporations and local governments as new venues for content.

SOOP has signed a business agreement with Seoul Land to produce travel and exploration content in which streamers visit the theme park in person to introduce on-site programs such as busking, treasure hunts, and mini-car races.

“Horror Radio,” launched in collaboration with Seoul Land, demonstrated the potential for offline content expansion when tickets—which combined a Seoul Land all-access pass with on-site viewing—sold out in just 10 minutes.

Collaborations with local governments are also underway. SOOP is producing content in partnership with Hwacheon County Office, Geumsan County, and others to introduce local tourist attractions, festivals, and commercial districts. Streamers experience the region’s culture and sights firsthand to share them with their viewers, while local governments can promote the region’s appeal in new ways.

Spaces owned by companies and local communities are becoming new sources of content and performance venues for streamers. By stepping out of their familiar broadcasting spaces to create content on-site, external partners can also secure new touchpoints with users through the streamers.

Revenue Opportunities Through Brand Collaborations

SOOP is also expanding into the live commerce space by connecting brands with streamers. Through “SOOP Tour,” the platform provides streamers with opportunities to personally introduce products, communicate with viewers in real time, and make sales.

During the “Please Take Care of Commerce” live commerce promotion held last August, SOOP matched six brands—Saboten, Afternoon Tea, Ganggojip, Grocery Seoul, Gwangcheon Byeolmat Kim, and Mini Melts—with streamers.

The selected streamers personally introduced each brand’s products, interacted with viewers, and facilitated sales. They are set to receive a share of the profits based on sales performance. This structure allows existing broadcast content to lead to brand collaborations and product sales.

SOOP is expanding streamers’ scope of activity by connecting them with people, spaces, and brands. The range of streaming-based activities is broadening, as streamers create content with new people, broadcast from new locations, and introduce products in collaboration with brands.

A SOOP representative stated, “Based on collaborations with external partners, we plan to expand opportunities for streamers to engage in a wide range of activities, from content creation to performances, on-site events, and commerce.”