Soop Live is a privately owned company headquartered in South Korea, with AfreecaTV identified as its parent company. Founded in 2024, it employs approximately 300 individuals and operates as a tier 1 media tech buyer. The company offers media and TV services, functioning as a global live-streaming platform and a subsidiary of SOOP Co., Ltd. (formerly AfreecaTV). While primarily headquartered in South Korea, Soop Live maintains an operational base in Torrance, California, United States, leveraging the technical heritage of its South Korean parent company. The platform provides an ecosystem for gamers, streamers, and e-sports enthusiasts, offering broadcasting tools and a social-driven viewing experience. It features "Multi-Persona" channel management, integrated virtual streaming support (MASCOZ), and real-time AI translation for global audiences. By securing content rights for e-sports leagues like the VCT Pacific (VALORANT) and GSL (StarCraft II), Soop Live serves as a destination for competitive gaming and interactive entertainment on a worldwide scale.
On July 31, 2026, SOOP announced second-quarter sales of 103.8 billion won and an operating profit of 12.6 billion won. Sales decreased 11.2% year-on-year, and operating profit fell 57.9%, a performance that prompted a full year-end user interface (UI) reorganization due to declining balloon and ad revenue by platform. Simultaneously, SOOP is accelerating efforts to build an ecosystem aimed at attracting more new streamers. The company plans to fully introduce a user interface and experience (UI/UX) equipped with artificial intelligence (AI) features to provide familiar services to users. It is also strengthening partnerships with major game publishers to expand its presence in domestic and global gaming markets. SOOP also stated it is deepening global esports ties and running tournaments beyond broadcasting, expanding its role as a key partner in covering esports. This follows its announcement on July 16 that it would host the 'TEKKEN STARS CUP' esports tournament in collaboration with professional Tekken player and SOOP streamer 'Knee', building upon 'Knee's independently hosted 'Knee Tekken Tournament'.
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