Over 39 days and 104 matches, Xiaohongshu transformed its platform dynamics by hosting its first large-scale World Cup livestream, blending professional football content with lifestyle and community-driven discussions to expand beyond its short-form video roots.
- World Cup livestream doubled user time spent on Xiaohongshu in July
- Male viewers increased from 60% in group stages to 80% in knockouts
- Post-tournament football content lineup launched to maintain engagement
What happened
Xiaohongshu completed its first comprehensive World Cup broadcasting effort during the 2026 tournament, covering 39 days and all 104 matches. This venture marked its initial foray into premium sports broadcasting rights and a significant experiment with long-form live video. The platform saw a substantial spike in football-related searches and viewed matches, reflecting heightened user interest.
Beyond simply airing matches, Xiaohongshu capitalized on community engagement by supporting 1,390 football-related groups with more than 10 million participants. The platform also mixed professional sports analysis with lifestyle content, including fashion, memes, and fan culture, thus broadening the appeal to both hardcore and casual fans.
Why it matters
Historically focused on short-form videos, product recommendations, and lifestyle posts, Xiaohongshu’s successful long-duration livestreaming during the World Cup challenges user consumption habits. With average viewing times for some matches exceeding 52 minutes and monthly user engagement doubling, the platform demonstrated that premium sports content could reshape how audiences engage on social networks.
The shifting demographics, with a majority male viewership and new users exploring other interests post-event, show that high-profile sports events can attract diverse audiences and potentially deepen platform loyalty. This experiment also signals Xiaohongshu’s ambition to expand its content ecosystem beyond traditional niches and test monetization and retention strategies via long-form and community-driven content.
What to watch next
To sustain football-related engagement following the World Cup, Xiaohongshu has introduced streams and content from 12 domestic football leagues, aiming to convert event-driven traffic into longer-term user activity. How successful these efforts will be in maintaining interest and growing new user bases remains a critical measure.
Observers should note whether Xiaohongshu can leverage its community-driven content model and expand long-form livestreaming beyond sports. The outcome of this experiment may influence the platform’s strategic trajectory in content diversification and user retention in China’s competitive social media landscape.