"The World Cup broadcast will be a coming-of-age moment for Xiaohongshu."
Chinese economic media outlet 36kr recently reported that Xiaohongshu (小紅書), often referred to as the 'Chinese Instagram,' has invested 1.6 billion yuan (approximately $350 million) to secure online broadcasting rights for all matches of the 2026 FIFA North American World Cup. This move is seen as a pivotal moment for the female-centric lifestyle content platform to attract male users and sports fans, potentially transforming it into a comprehensive content platform.
During the World Cup, Xiaohongshu plans to offer live broadcasts, replays, and highlight videos, while also creating a diverse content ecosystem that encourages participation from general users, sports fans, and creators. The platform will introduce a new segment called "World Cup Stories," featuring commentary from renowned analysts, match analysis, tactical discussions, and fan interactions. Additionally, it aims to engage users with features such as match predictions, quiz events, and fan communities.
Notably, Xiaohongshu intends to merge its established consumer and lifestyle ecosystem with the sports viewing experience. Users will be able to share and connect on topics such as where to watch the games, what jerseys and fan items to purchase, and which foods and venues fit the World Cup atmosphere. This strategy aims to integrate sports broadcasting with content, community, and e-commerce into a seamless experience.
This initiative aligns with recent shifts in how Chinese consumers engage with sports content. Young audiences in China are increasingly favoring short-form platforms for highlights and participating in fan-generated content and real-time reactions on social media, rather than watching entire games on TV. This trend suggests that community-driven platforms like Xiaohongshu may have a competitive edge.
Xiaohongshu's foray into sports broadcasting is also influenced by the success of Douyin (the Chinese version of TikTok) during the 2022 Qatar World Cup. Douyin attracted over 230 million viewers for its live coverage of the final match, demonstrating the potential for platform-based sports broadcasting. The total viewership for live broadcasts during the World Cup reached 10.6 billion.
Douyin utilized an AI-based editing system to automatically generate highlight reels, key moments, and tactical analysis videos in real-time, offering an experience distinct from traditional TV broadcasts with various interactive features. This shift indicates that sports broadcasting is evolving from mere viewing content to an interactive platform experience.
Founded in Shanghai in 2013, Xiaohongshu has grown as a platform centered on lifestyle content for fashion, beauty, travel, and food, leading to the saying, "Trends in China start on Xiaohongshu."
However, the platform has faced criticism for being overly focused on specific lifestyle areas, with female users making up 70% of its audience, which has been seen as a limitation to its growth.
Zhao Jianying, CEO of Xiaohongshu, stated, "The World Cup is a global event, providing an opportunity to attract male users, sports fans, and those who may not frequently use the platform." Xiaohongshu aims to increase its daily active user count from approximately 170 million to 200 million.
Industry analysts believe Xiaohongshu is attempting to evolve into a more mainstream comprehensive content platform through this World Cup initiative. The strategy involves expanding advertising, e-commerce, and community engagement through sports content, highlighting the shift from traditional TV-centric sports broadcasting to a platform-focused interactive content market.
* This article has been translated by AI.
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