China’s World Cup Fans Shift to Smartphones as Xiaohongshu Streams Matches Free
Updated
Updated · CNBC · Jun 15
China’s World Cup Fans Shift to Smartphones as Xiaohongshu Streams Matches Free
3 articles · Updated · CNBC · Jun 15
Summary
Chinese viewers are following this year’s World Cup mainly on smartphones at home, with Beijing spot checks showing less interest in bars and traditional TV viewing.
A 12-hour-plus time difference pushes many matches into late-night or work-hour slots, while widespread 5G and free mobile streaming make phone viewing the easier option.
Xiaohongshu won free streaming rights through a partnership with China Media Group, but it faces a steep audience challenge against Douyin’s more than 1 billion monthly active users.
QuestMobile data show people in China already spend 40% of daily mobile phone time watching video, and FIFA said China generated nearly half of global digital and social World Cup viewing hours in 2022.
Chinese tech groups are also using the tournament to expand abroad: Tencent Cloud said two-thirds of official Asia-Pacific World Cup broadcasters use its services across 16 regions.