In the ongoing controversy surrounding JTBC's exclusive broadcast of the Winter Olympics, Naver's streaming platform, 'Chijijik', benefited significantly, achieving the highest number of concurrent viewers for sports broadcasts. With 116 gold medals up for grabs, 'Chijijik' is solidifying its presence as a 'sports broadcast kingdom' by covering all events during the competitions. The platform gained attention especially on February 13 when 18-year-old Choi Ka-on made history by winning South Korea's first-ever gold medal in women's halfpipe snowboarding, attracting about 2.5 million real-time viewers throughout the day and exceeding 5 million total views for highlights and interviews related to the event.

The broadcasting decision of JTBC came under scrutiny when it shifted its live coverage from Choi’s event to a short-track competition, mistakenly deeming Choi’s chances for a medal too low after a fall. In contrast, 'Chijijik' maintained its broadcast of Choi’s rounds, ultimately showcasing her triumph in the final, which led to a surge in new users discovering the appeal of less popular sports. As a result, Chijijik reached a record daily viewer count of 3.2 million, marking a significant accomplishment for the platform.

Naver has been proactive in securing broadcasting rights for major sports events to grow its user base since launching 'Chijijik' in late 2023, including securing the rights for the League of Legends Champions Korea (LCK) and the upcoming 2026 North America World Cup. This strategic diversification aims to blend a community-focused viewing culture into sports broadcasting, introducing popular streamers as community hosts to enhance user engagement and differentiate from the traditional one-way broadcasting model prevalent among existing broadcasters.