In China, the way people watch the World Cup has evolved, with a marked preference for smartphones over televisions. Faye Jin, a local, noted that the TV is rarely used, as most viewers prefer to stream matches on their phones. Xiaohongshu, a social media platform, secured the rights to stream the World Cup for free, partnering with China Media Group, which manages CCTV.
This deal was finalized shortly before the tournament began, reflecting the urgency and competition for digital content. The timing of the matches, often during late night or morning hours due to time zone differences, has also contributed to the decline in bar viewership, as Xu Wang from Absolut Bar observed. Instead, many fans are choosing to watch from home.
This shift aligns with a broader trend in China, where nearly half of all World Cup viewing hours in 2022 occurred on digital platforms. The rise of 5G connectivity and affordable roaming packages has facilitated this transition.
While Xiaohongshu aims to expand its user base through World Cup streaming, it faces stiff competition from Douyin, which previously held the streaming rights and boasts over 1 billion monthly active users. Douyin is actively promoting its content with soccer commentators and AI features.
Additionally, Tencent Cloud is playing a significant role in supporting World Cup broadcasts across the Asia Pacific, indicating the growing influence of Chinese tech companies in global sports media