[[B1]] Naver Webtoon has rolled out a new Fan Score feature designed to capture the culture of dedicated fandom. By quantifying and displaying a reader’s affection for their favorite works, the company aims to spur voluntary activity and participation. As webtoon intellectual property (IP) moves beyond simple consumer goods into a vast “fandom economy,” marketing strategies across the industry are growing more sophisticated.
[[B2]] Naver Webtoon has introduced a reader reward system that grants a “Superfan” grade once a user reaches a certain Fan Score, the IT industry said on the 19th. The Fan Score calculates fan devotion for each title on a scale of up to 99.9 points, combining a reader’s viewing rate, payment history, comment activity and how recently they have read the work. Scores become visible on titles a reader has followed for at least 10 episodes, and reaching 80 points or higher displays a “Superfan badge” for that title in the comment section.
[[B3]] Readers who earn the Superfan grade gain a status that sets them apart from other users when posting comments, thanks to the badge. The structure, in which scores rise with more activity, is designed to give readers a sense of pride and motivation while simultaneously encouraging voluntary return visits and longer time spent on the platform.
[[B4]] Naver Webtoon has steadily strengthened community features aimed at fandom culture. In April, it introduced “grade badges” divided into seven tiers, from “Masterpiece” (top 0.1%) to “Bronze” (top 20%) based on a user’s total activity across the platform over one year, and opened “Creator Home,” a dedicated communication channel that has expanded contact points between creators and readers.
[[B5]] Webtoon Entertainment, Naver Webtoon’s parent company, said in its second-quarter shareholder letter that it had “introduced grade badges as a new community feature to activate users’ fandom activity and participation beyond simply reading titles, and to encourage continued return visits.”
[[B6]] This fandom ecosystem is seen as a key driver behind the expansion beyond webtoons into various secondary content such as short-form dramas, animation and games. A day earlier, Naver Webtoon released live-action short dramas based on six titles, including North American originals, through the English and French versions of its global WEBTOON service. Drawn from popular works with more than 1 billion cumulative global views combined, each is made up of 40 to 50 episodes running one to two minutes each.
[[B7]] Naver Webtoon described the initiative as “an experiment to promote IP consumption by offering original readers a fresh viewing experience, and to build a virtuous cycle for IP by increasing time spent on the platform.” The company had earlier introduced “video episodes” that run about five minutes each, and in Japan it has focused on diversifying video formats, including a tie-up with d Anime Store, the largest animation streaming service there, to link some 4,000 animated titles through its LINE Manga service.
[[B8]] Industry watchers analyze this push as part of a lock-in strategy to cement Naver Webtoon’s No. 1 position in the rapidly growing global webtoon market. According to global research firm Business Research Insights, the global webtoon market is expected to surge from $7.63 billion (about 10.75 trillion won) this year to $57.18 billion (about 80.56 trillion won) by 2035.
#NaverWebtoon#FanScore#Superfan#FandomEconomy#Webtoon#ShortDrama
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Original reporting by Lee Jin-seok for Seoul Economic Daily.
AI-translated from Korean. Quotes from foreignxact original wording
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