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Xiaohongshu reportedly secures 2026 FIFA World Cup streaming rights in China
Xiaohongshu has reportedly secured sublicensing rights for the 2026 FIFA World Cup in China, allowing live-streaming and short-video content rights, marking a significant change in China's sports media landscape after Douyin's withdrawal from bidding.
Key points
- Xiaohongshu obtained sublicensing rights from China Media Group for the 2026 FIFA World Cup in China.
- The rights include live-streaming capabilities and short-video secondary content creation.
- This represents a notable shift from the last World Cup cycle, where Douyin was a primary distributor.
- Douyin did not bid for the upcoming World Cup rights, indicating a change in strategy.
- China Media Group secured the overall broadcasting rights with FIFA after negotiations.
Why it matters
- The trend towards streaming platforms gaining major sports broadcasting rights aligns with 2025 IT trends focusing on digital content consumption.
- Historically, media rights for significant events have shifted due to evolving consumer behaviors and platform preferences.
- The transition showcases increasing competition among digital platforms in China’s rapidly growing streaming market.
Xiaohongshu's acquisition of FIFA World Cup rights illustrates the dynamic shifts in digital content distribution in China, emphasizing growing competition and changing consumer preferences leading into 2025.