Xiaohongshu reportedly 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, including live-streaming rights and rights for short-video secondary content creation. The move marks a major shift in China’s sports media landscape. During the previous World Cup cycle, Douyin — the Chinese version of TikTok — was one of the tournament’s primary digital distribution partners.
Chinese social media platform Xiaohongshu has reportedly acquired the sublicensing rights to stream the 2026 FIFA World Cup in China. The deal, brokered with state broadcaster China Media Group, also includes rights for short-video content creation related to the tournament. This acquisition signifies a notable change in how major sporting events are distributed digitally within China. Previously, Douyin, a rival platform, held significant digital distribution rights for the World Cup, but it is understood not to have pursued them for the upcoming event.
This development is significant as it indicates a shift in the digital sports media landscape in China, with a popular lifestyle platform now entering the realm of major international sporting event broadcasting.
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