Xiaohongshu Secures 2026 FIFA World Cup Streaming Rights in China

According to multiple sources familiar with the negotiations, Xiaohongshu has secured sublicensing rights for the 2026 FIFA World Cup in China from state broadcaster China Media Group. The deal includes both live-streaming rights and rights for short-video secondary content creation, positioning Xiaohongshu as a key digital platform for one of the world's most-watched sporting events in the Chinese market.

This move represents a major realignment in China's sports media ecosystem. During the 2022 FIFA World Cup cycle, Douyin — the Chinese version of TikTok — served as one of the tournament's primary digital distribution partners. The apparent decision by Douyin not to bid for the upcoming tournament rights suggests either a strategic shift or a reassessment of the value proposition for major sports rights in China's increasingly competitive digital landscape.

The acquisition of World Cup rights aligns with Xiaohongshu's ongoing efforts to expand its content offerings beyond its core focus on lifestyle and shopping content. By securing premium sports content, the platform aims to attract a broader user base and increase engagement time, which could potentially boost its advertising revenue and strengthen its position against competitors like Douyin, Bilibili, and Weibo.

China Media Group reached an agreement with FIFA after months of negotiations to secure broadcasting rights for the next two FIFA World Cups (2026 and 2030). Neither CMG nor FIFA has publicly disclosed the financial details of the deal, but media rights for global sporting events of this magnitude typically involve substantial investments. The sublicensing arrangement with Xiaohongshu likely represents a significant portion of CMG's overall investment strategy for these rights.

For Xiaohongshu, securing World Cup content represents both an opportunity and a challenge. On one hand, the event provides access to massive viewership and engagement opportunities. On the other hand, the platform will need to invest in infrastructure and content creation capabilities to deliver a high-quality viewing experience, particularly for live matches. The secondary content rights, however, play to Xiaohongshu's strengths in short-form video and community engagement.

The shift from Douyin to Xiaohongshu also reflects broader trends in China's digital media landscape. While Douyin continues to dominate short-form video, platforms like Xiaohongshu have been successfully differentiating themselves through specialized content communities and more focused user experiences. The World Cup rights could accelerate Xiaohongshu's growth trajectory and potentially position it as a serious contender in the broader digital media market.

Neither Xiaohongshu nor China Media Group has officially confirmed the deal at the time of this reporting. If confirmed, the agreement would be one of the most significant content rights acquisitions for Xiaohongshu to date and could set a precedent for how major sporting events are distributed in China's increasingly fragmented digital ecosystem.

The 2026 FIFA World Cup, co-hosted by the United States, Canada, and Mexico, is expected to draw significant viewership in China, where football maintains a passionate following despite the national team's limited success on the global stage. The tournament's expanded format, featuring 48 teams, will provide more content opportunities for digital platforms compared to previous editions.

As China's digital media landscape continues to evolve, the distribution of premium sports content will likely remain a key battleground for platforms seeking to capture user attention and advertising dollars. Xiaohongshu's reported acquisition of World Cup rights suggests the company is willing to make significant investments in content to achieve its growth objectives.

For more information about Xiaohongshu, visit their official website. For details about the 2026 FIFA World Cup, check the official FIFA website.