People in China are watching the World Cup differently this time

The World Cup fever has taken over China, with soccer fans tuning in to watch the games on their smartphones rather than traditional TV sets. Despite the Chinese national team not qualifying for the World Cup since 2002, the enthusiasm for the tournament remains strong in the country.

This year, Chinese social media platform Xiaohongshu secured the rights to stream the World Cup games for free to all users. The app, often compared to Instagram, partnered with state-owned China Media Group to provide ad-free matches and replays through its mobile and smart TV apps.

In Beijing, locals are opting to follow the games online from the comfort of their homes rather than heading out to bars. The games’ timing, falling in the middle of the night or during working hours due to the time difference, makes it challenging for fans to gather at public venues.

The shift towards mobile devices for viewing World Cup matches is part of a broader digital trend in China. With widespread 5G connectivity and affordable roaming packages, people in China spend a significant portion of their daily mobile phone time watching videos. Short-video apps like Douyin, owned by ByteDance, are particularly popular for consuming video content.

Although Xiaohongshu won the streaming rights for the World Cup, competing platforms like Douyin are also vying for viewers’ attention with a packed lineup of soccer commentators and AI special effects templates. Douyin’s massive user base of over 1 billion monthly active users gives it a competitive edge in the market.

Chinese tech companies are not only targeting the domestic market but also expanding their services internationally. Tencent Cloud, for example, is providing support for match streaming in 16 regions, including Singapore, the United Arab Emirates, and Argentina, making it the largest territory covered by a Chinese cloud provider for a World Cup event.

Overall, the World Cup has become a digital spectacle in China, with fans embracing mobile devices for a convenient and immersive viewing experience. With innovative streaming platforms and widespread connectivity, the tournament continues to captivate audiences across the country.