People in China are watching the World Cup differently this time

Chinese sports fans are predominantly watching the 2026 World Cup on smartphones and streaming platforms rather than traditional television, marking a significant shift in viewing habits. This change is driven by the widespread use of mobile devices, the timing of matches, and the availability of digital streaming rights, making the event more accessible to the Chinese public.

China’s digital consumption patterns have evolved, with a growing preference for mobile viewing of live sports events. This year, Xiaohongshu, a social media platform often compared to Instagram, secured free streaming rights for the World Cup through a partnership with China Media Group, which manages CCTV’s broadcast rights. As a result, many viewers in Beijing and other cities are choosing to watch matches at home via apps on their phones rather than going to bars or gathering in public venues.

The matches are scheduled during late-night or early-morning hours due to the 12-hour time difference, further discouraging in-person viewing in public spaces. Interviews with local residents, such as Xu Wang, indicate that logistical challenges and the convenience of mobile streaming are influencing this trend. Data from FIFA shows that during the 2022 World Cup, China accounted for nearly half of all digital and social media viewing hours globally, highlighting the country’s digital engagement with the event.

Major Chinese tech companies like Douyin and Tencent Cloud are supporting the streaming infrastructure, with Douyin promoting World Cup-themed content and AI effects to attract viewers. While Douyin has a larger user base, Xiaohongshu’s recent rights deal positions it as a key player in the digital sports viewing landscape this year. Streaming platforms are also supporting matches across Asia Pacific, with Chinese cloud providers facilitating broadcasts in multiple regions.

Impact of Mobile-First Viewing on Chinese Sports Culture

This shift to mobile streaming signifies a transformation in how Chinese audiences engage with live sports, reflecting broader digital consumption trends. It impacts broadcasters, advertisers, and sports organizations by emphasizing the importance of digital platforms over traditional TV. The trend also indicates changing social behaviors around sports viewing, especially as match timings become less compatible with public gatherings. As mobile streaming continues to grow, it could reshape the future of sports broadcasting and fan engagement in China.

Digital Trends and Past World Cup Viewership in China

In 2022, China accounted for nearly half of all global digital and social media viewing hours for the World Cup, driven by widespread 5G adoption and affordable data plans. The country has seen a steady increase in mobile video consumption, with users spending around 40% of their daily mobile time on short-video apps like Douyin. The 2026 tournament continues this trend, with streaming rights now held by platforms like Xiaohongshu, which is leveraging partnerships and content to attract viewers.

Previously, Chinese fans gathered in public venues or watched on traditional TV, but the pandemic and technological advancements have accelerated the shift toward digital. The 2022 World Cup was also heavily consumed on Douyin, which promoted soccer content amid COVID-19 restrictions. This year, the timing and platform choices reflect ongoing adaptations to the digital landscape and social behaviors.

“Chinese viewers are increasingly turning to their smartphones for live sports, driven by convenience and the availability of streaming rights.”

— an anonymous researcher

Unclear Long-Term Effects of Mobile-Only Viewing

It remains uncertain whether this digital-first viewing trend will lead to a permanent decline in traditional TV sports broadcasting in China. The impact on social gatherings, advertising strategies, and international broadcasting rights is still developing, and future viewership patterns may evolve as technology and consumer preferences change.

Future Trends in Chinese Sports Streaming and Engagement

As the World Cup progresses, platforms like Xiaohongshu and Douyin are expected to expand their sports content offerings, possibly introducing interactive features and exclusive content to attract more viewers. Monitoring how viewership shifts and how broadcasters adapt will be key to understanding the evolving landscape of sports entertainment in China. Additionally, the eventual impact on traditional broadcasters and international rights negotiations remains to be seen.

Key Questions

Why are Chinese viewers preferring mobile streaming over traditional TV?

Convenience, the availability of free streaming rights on popular apps, and the timing of matches during late-night hours make mobile streaming more practical and accessible for viewers.

How are Chinese tech companies supporting World Cup streaming?

Platforms like Douyin and Tencent Cloud provide streaming infrastructure, promotional content, and interactive features to engage viewers and support global broadcasting efforts.

Will this trend affect traditional sports broadcasters in China?

Yes, the shift toward digital platforms may lead to reduced viewership on traditional TV, prompting broadcasters to adapt their strategies and content offerings.

What challenges do late-night match timings pose for public viewing?

Timing conflicts with work hours and safety considerations discourage in-person gatherings, reinforcing the preference for at-home mobile viewing.

Could this digital trend influence future international sports broadcasting?

Potentially, as more countries adopt mobile-first strategies, global broadcasters may need to prioritize digital platforms to reach Chinese audiences effectively.

Source: CNBC