As the World Cup approaches, Chinese consumers are increasingly turning to their smartphones for soccer viewing, moving away from traditional television. Despite the national team not qualifying for the tournament since 2002, soccer maintains a strong following in China. Faye Jin, a local viewer, noted, "We mostly watch on smartphones, very little on TV." Many viewers prefer the convenience of mobile devices over television.
This year, Xiaohongshu, a prominent social media platform comparable to Instagram, secured the rights to stream the World Cup games free of charge, through a partnership with state-owned China Media Group. This deal was finalized shortly before the tournament’s start, allowing users to access matches through their mobile devices without advertisements. Observations in Beijing show a decline in attendance at bars for World Cup viewership; instead, many choose to watch matches from home, attributed to the games’ scheduling coinciding with late-night and morning hours, due to a significant time difference.
The shift towards mobile consumption aligns with a growing digital trend in China. During the last World Cup in 2022, the country accounted for nearly half of all digital viewing hours worldwide, fueled by advancements in 5G connectivity. While Douyin, another major platform, previously held the streaming rights and now showcases a lineup of content creators and innovative AI features, Xiaohongshu continues to seek user engagement through its World Cup offerings.
Chinese technology companies are also expanding their influence beyond domestic borders. Tencent Cloud announced that two-thirds of official World Cup broadcasting platforms in the Asia Pacific utilize its services, underscoring the significant role of Chinese firms in international sports streaming.
Why this story matters: The rise of mobile streaming reflects shifting consumer behaviors and highlights the importance of digital platforms in sports viewing.
Key takeaway: Xiaohongshu’s partnership for World Cup streaming illustrates the competitive landscape of digital media consumption in China.
Opposing viewpoint: Despite the growth of mobile viewing, the experience of watching in social settings, such as bars, remains valued among some consumers.
