People in China are watching the World Cup differently this time

Chinese viewers are now primarily watching the 2026 World Cup on smartphones and online streaming platforms, with traditional television usage significantly declining. This change reflects a broader digital consumption trend in China, where social media and mobile apps are the dominant mediums for sports content, even as the country’s national team remains absent from the tournament.

According to reports, most Chinese fans prefer to follow World Cup matches via mobile devices rather than traditional TV. Social media platform Xiaohongshu, also known as Little Red Book, secured free streaming rights for all users through a strategic partnership with China Media Group, which owns CCTV. This deal was finalized less than a month before the tournament began, enabling widespread mobile access to live matches and replays without ads.

CNBC’s spot checks in Beijing reveal that local fans are less inclined to gather at bars or public venues to watch matches, especially given the inconvenient timing of games during early mornings or late nights due to the 12-hour time difference. Instead, fans are watching at home or on the go, often on their phones. An employee at a tourist-heavy Beijing bar noted that it is difficult to find suitable venues for late-night gatherings, further encouraging online viewing.

Data from QuestMobile shows that Chinese consumers already spend about 40% of their daily mobile phone time on video content, primarily on short-video apps like Douyin, which is owned by ByteDance. During the 2022 World Cup, China accounted for nearly half of all global digital and social media viewing hours, highlighting the country’s digital engagement with football. Platforms like Douyin and Xiaohongshu face competition, with Douyin promoting sports commentary, AI effects, and live streams, while Xiaohongshu’s user base is smaller but growing.

Impact of Mobile-Centric World Cup Viewing in China

This shift to mobile and online streaming signifies a major change in how Chinese audiences engage with international sports events. It reflects broader trends of digital consumption, social media integration, and the decline of traditional TV viewership. For broadcasters and advertisers, understanding these habits is crucial for reaching Chinese sports fans effectively. Additionally, the move underscores the importance of digital platforms in shaping sports culture in China, even amid the absence of the national team from the tournament.

Digital Trends and Past World Cup Viewership Patterns in China

China has historically seen a mix of TV and digital viewership for major sports events. During the 2022 World Cup, nearly half of all global viewing hours from China occurred on digital platforms, driven by widespread 5G adoption and low-cost roaming. Despite the country’s limited participation in this year’s tournament, Chinese fans continue to follow matches intensely through social media and streaming apps. Platforms like Douyin already command a significant share of mobile video consumption, shaping how sports content is consumed nationwide.

“Most Chinese fans now prefer watching matches on their phones rather than traditional TV, especially given the timing of the games.”

— an anonymous researcher

Unclear Future Trends in Chinese World Cup Viewership

It remains uncertain whether this digital-first viewing trend will continue beyond this tournament or if traditional TV will regain popularity. The impact of potential platform partnerships, regulatory changes, or shifts in consumer preferences could alter the landscape. Additionally, the extent of engagement with live matches versus short clips or highlights on social media is still evolving.

Next Steps in Monitoring Chinese Sports Streaming Habits

Observers will watch how Chinese viewership patterns develop as the tournament progresses, including engagement levels with live matches, social media interactions, and platform strategies. The success of digital streaming partnerships and the potential for new content formats will influence future sports broadcasting in China. Further data collection and analysis are expected after the tournament concludes to assess long-term trends.

Key Questions

Why are Chinese viewers watching the World Cup on their phones instead of TV?

Many prefer mobile devices due to the convenience, accessibility, and the timing of matches, which often occur during late nights or early mornings. Additionally, social media platforms offer free streaming, making it easier to follow matches without traditional TV subscriptions.

Which platforms are most popular for watching the World Cup in China?

Xiaohongshu and Douyin are the primary platforms for streaming and engaging with World Cup content. CCTV’s apps also provide official broadcasts, but social media apps dominate user engagement.

Will traditional TV viewership increase later in the tournament?

This remains uncertain. While some viewers may switch to TV for key matches, current trends suggest a sustained preference for mobile streaming during the tournament, especially given the ongoing digital consumption habits.

How does this shift affect sports broadcasters and advertisers in China?

Broadcasters and advertisers need to prioritize digital platforms, social media engagement, and mobile-friendly content to reach Chinese sports fans effectively. Traditional TV may decline further in importance for live sports coverage.

Source: CNBC