^{Photo: South China Morning Post}

The way people in China consume World Cup football has changed dramatically, reflecting a broader transformation in media habits driven by smartphones, short-video platforms, and always-on connectivity.

Instead of gathering in bars or watching matches on television, most fans now follow the tournament through mobile apps, with social media platforms and streaming services becoming the primary gateway to live sports content.

This shift highlights how deeply digital ecosystems have replaced traditional viewing habits in one of the world’s largest consumer markets.

Mobile-First Viewing Has Fully Replaced Traditional TV for Many Fans

In previous decades, watching major football tournaments in China often meant crowded restaurants, public screenings, or home televisions tuned into state broadcasters.

That experience has now largely moved onto mobile devices.

Many viewers say they rarely rely on televisions anymore, even for major sporting events, instead preferring smartphones for convenience and flexibility.

For younger audiences especially, short-video platforms and streaming apps have become the default way to follow live sports, highlights, and commentary in real time.

This trend is reinforced by China’s advanced digital infrastructure, including widespread 5G coverage and low-cost mobile data plans, which make high-quality streaming widely accessible across urban and rural areas.

Industry data shows that a significant share of daily screen time in China is now dedicated to video content, with short-form platforms dominating user attention.

Xiaohongshu Secures Free Streaming Rights in a Competitive Media Landscape

This year, social media platform Xiaohongshu, also known as Little Red Book, secured the rights to stream World Cup matches free of charge to all users.

The deal was made in partnership with China Media Group, the state-owned broadcaster that oversees China Central Television (CCTV), which also operates digital streaming services for sports content.

The agreement was finalized shortly before the tournament began, giving Xiaohongshu a high-profile entry into the global sports streaming space.

The platform, often compared to Instagram due to its lifestyle-focused content ecosystem, has been expanding beyond e-commerce and social networking into entertainment and live content distribution.

However, despite the visibility of World Cup streaming rights, analysts say converting sports viewership into long-term platform dominance remains a major challenge in China’s highly competitive digital market.

Fans Prefer Watching at Home as Public Viewing Declines

On-the-ground observations in Beijing suggest that fewer people are visiting bars or public venues to watch matches compared with previous tournaments.

One of the key reasons is timing. Many matches are broadcast late at night or early in the morning due to significant time differences between China and host countries, making social gatherings less practical.

Local bar operators report that while football interest remains strong, the demand for late-night viewing events has not translated into large crowds this year.

Instead, fans are more likely to stay at home and watch matches individually or in small groups, prioritizing convenience over social viewing experiences.

The shift reflects a broader post-pandemic change in consumer behavior, where home-based entertainment has become more deeply embedded in daily life.

Short-Video Platforms Dominate Football Consumption

Even among dedicated fans, full-match viewing is no longer the only way to follow the World Cup.

Many users now rely heavily on short-video platforms for highlights, analysis, and real-time updates.

Platforms such as Douyin, China’s version of TikTok, play a central role in this ecosystem. With more than a billion monthly active users, Douyin has become a dominant force in sports content distribution, offering:

• Real-time match clips
• AI-generated highlight reels
• Influencer commentary
• Fan reactions and discussions
• Personalized sports feeds

A large portion of daily mobile usage in China is now spent on video-based content, reinforcing the shift away from long-form television viewing.

During previous tournaments, China accounted for a substantial share of global digital football consumption hours, reflecting the scale of its online audience.

Competition Between Platforms Intensifies

While Xiaohongshu has gained visibility through streaming rights, it faces strong competition from established platforms.

Douyin remains the dominant player in the short-video and live-streaming ecosystem, with a significantly larger user base and more developed sports content infrastructure.

Industry estimates suggest:

• Douyin has over 1 billion monthly active users
• Xiaohongshu has just over 240 million users
• CCTV’s official streaming apps remain widely used for live sports broadcasting

During major sporting events, app rankings in China’s digital ecosystem often shift rapidly. CCTV’s streaming app and other sports-related platforms typically see spikes in downloads, while social media platforms compete for user attention through commentary, AI filters, and interactive features.

Despite Xiaohongshu’s entry into sports streaming, analysts suggest monetizing live sports audiences at scale remains challenging due to user fragmentation across multiple platforms.

China’s Digital Ecosystem Drives a New Sports Economy

China’s World Cup viewing behavior reflects a broader structural change in its digital economy.

High smartphone penetration, strong 5G infrastructure, and an advanced short-video ecosystem have fundamentally reshaped how entertainment is consumed.

Key drivers include:

• Mobile-first internet usage patterns
• Rapid adoption of short-form video content
• Integration of e-commerce with entertainment platforms
• Expansion of AI-generated media tools
• Strong state-backed broadcasting infrastructure

As a result, live sports events are no longer just broadcast moments but multi-platform digital experiences involving streaming, social media engagement, and commerce integration.

Chinese Tech Companies Expand Global Streaming Influence

Beyond domestic consumption, Chinese technology firms are increasingly expanding their influence in international media infrastructure.

Tencent Cloud, for example, has become a key provider of streaming infrastructure for sports broadcasters across multiple regions.

The company supports broadcasting operations in numerous countries across Asia Pacific, the Middle East, and South America, reflecting China’s growing role in global digital infrastructure.

This expansion highlights how Chinese tech companies are not only competing for domestic attention but also positioning themselves as major players in global content delivery networks.

The Bigger Picture

The transformation in how China watches the World Cup reflects a broader evolution in media consumption, where mobile devices and algorithm-driven platforms have replaced traditional broadcasting and physical viewing spaces.

Football remains extremely popular in China, but the experience of watching it has become increasingly individualized, digital, and platform-driven.

As streaming rights, short-video ecosystems, and AI-generated sports content continue to expand, the competition for viewer attention is shifting away from television networks and toward technology platforms capable of controlling digital engagement at scale.

The result is a World Cup experience that is no longer defined by where people gather, but by how deeply they are embedded in China’s fast-evolving mobile internet ecosystem.

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