TL;DR
Chinese audiences are watching the World Cup primarily on smartphones this year, with streaming apps like Xiaohongshu and CCTV’s mobile services leading. This marks a shift from traditional TV viewing, driven by digital trends and match timings.
Chinese sports fans are increasingly watching the World Cup on smartphones rather than traditional television, driven by digital streaming platforms and social media. This shift is notable as it reflects changing media consumption habits in China and impacts how the tournament is experienced domestically.
According to reports, most Chinese viewers now prefer to watch World Cup matches on their smartphones, with social media app Xiaohongshu (Little Red Book) offering free streaming rights through a partnership with China Media Group, which owns CCTV. This is a significant change from past years when TV was the primary medium for live sports in China.
Interviews in Beijing indicate that local fans are less inclined to gather in bars or public venues for matches, citing the late-night or early-morning timing of games due to the 12-hour time difference. Instead, many follow matches at home via mobile devices, a trend supported by widespread 5G connectivity and the popularity of short-video apps like Douyin.
CNBC’s checks reveal that Douyin, with over 1 billion monthly users, continues to promote World Cup content, including commentators and AI-themed effects, although Xiaohongshu ranks lower in app downloads. Despite this, Xiaohongshu’s free streaming partnership with CCTV has made it a key platform for domestic viewers, especially as traditional TV viewership declines.
Impact of Mobile-First Viewing on Chinese Sports Culture
This shift to mobile streaming for the World Cup in China signifies broader changes in media consumption, with digital platforms increasingly replacing traditional TV. It affects broadcasters, advertisers, and content creators, emphasizing the importance of social media and mobile apps in engaging sports audiences. The trend also highlights China’s digital infrastructure strengths, such as widespread 5G, facilitating real-time, on-the-go viewing experiences.
smartphone mobile streaming holder
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Digital Trends and Past World Cup Viewership in China
China has historically been a significant market for global sports broadcasting, with the 2022 World Cup seeing nearly half of all global digital and social platform viewing hours originating from China, according to FIFA. However, traditional TV viewership has declined over recent years, replaced increasingly by mobile and social media consumption. The COVID-19 pandemic further accelerated this transition, with restrictions limiting physical gatherings and boosting online engagement.
Platforms like Douyin and Xiaohongshu have become central to how Chinese fans follow international sports, with the latter securing streaming rights just before this year’s tournament. The timing of matches, often during late night or morning hours, further encourages digital, at-home viewing rather than public gatherings.
“Most Chinese viewers now prefer to watch matches on their phones rather than traditional TV, reflecting a broader digital trend.”
— an anonymous researcher
5G mobile device for sports viewing
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Unclear Long-Term Effects of Mobile Streaming Dominance
It remains unclear whether this trend will lead to sustained changes in sports broadcasting in China or if traditional TV will regain prominence for major events. The impact of potential future policies, technological developments, or shifts in consumer preferences is still uncertain.
smartphone screen magnifier
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Future of World Cup Viewership in China
As the tournament continues, analysts will monitor whether digital streaming maintains its dominance or if traditional broadcasters find ways to re-engage viewers. Moreover, the evolution of social media engagement and platform partnerships will shape how future sports events are consumed in China.
portable phone stand for watching sports
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Key Questions
Why are Chinese viewers watching the World Cup on mobile devices?
Widespread mobile internet access, the popularity of social media apps, and the availability of free streaming through platforms like Xiaohongshu make mobile devices the preferred medium for many Chinese viewers.
How does the timing of matches affect viewing habits in China?
Matches are often scheduled during late night or early morning hours due to the time difference, which discourages public viewing in venues and encourages at-home, mobile streaming instead.
What platforms are most popular for watching the World Cup in China?
Douyin and Xiaohongshu are key platforms, with CCTV also providing mobile streaming options. Douyin leads in app downloads and active user engagement, while Xiaohongshu offers free live streaming through its partnership with China Media Group.
Will traditional TV still play a role in future World Cups in China?
It is uncertain; current trends suggest digital platforms are increasingly dominant, but traditional TV may still be used for broader broadcast reach or official coverage.
Source: CNBC
