ChinaMediaGroup News & Analysis

Xiaohongshu (XHS) Secures World Cup Streaming Rights for 2026

Xiaohongshu (XHS) has won rights to stream the 2026 World Cup for free, partnering with China Media Group. This arrangement comes as soccer remains popular in China despite the national team's absence from the World Cup since 2002. Notably, during the 2022 World Cup, China accounted for nearly half of all digital viewing hours globally according to FIFA. Mobile device viewing is on the rise, with Chinese users spending 40% of their daily mobile time watching videos, primarily on platforms like Douyin and Xiaohongshu.