Xiaohongshu (小红书) reportedly wins 2026 World Cup sub‑rights, aims for 200 million daily users and more male users

Deal, rights and price

It has been reported that Xiaohongshu (小红书) has secured sublicensed broadcast rights for the 2026 FIFA World Cup in North America, becoming — alongside China Media Group (中央广播电视总台) and Migu (咪咕) — one of the only platforms cleared to livestream, rebroadcast and host short‑form clips of the tournament in China. Reportedly the fee Xiaohongshu paid was not higher than prior cycles; by way of comparison, it has been reported that platforms such as Migu and Douyin paid over RMB 1 billion for 2022 Qatar World Cup rights.

Growth playbook: DAU target and user mix

The acquisition is explicitly a growth play. It has been reported that Xiaohongshu’s internal targets for the World Cup include pushing daily active users from current levels above 170 million toward a new milestone of 200 million, and using mass‑appeal sports coverage to broaden a user base historically skewed female. Can football shift demographics? The company has already been seeding outdoor, gaming and digital device content to attract more men; a global sporting event is a fast track to scale.

Platform context and state media role

For Western readers: Xiaohongshu is a social‑commerce and lifestyle app often compared to a mix of Instagram, Pinterest and user‑review forums, with heavy influence in beauty and consumer goods. China Media Group confirmed on May 15 that it secured the mainland all‑media cycle rights with FIFA for 2026 and 2030 World Cups and retained the ability to sublicense — the mechanism that lets private platforms like Xiaohongshu carry marquee sports content while the state broadcaster maintains overall control.

Why it matters geopolitically and commercially

Sports rights are strategic in China’s tightly regulated media ecosystem: they drive advertising, push engagement across demographics, and offer a way for consumer‑focused platforms to compete with short‑video giants. Against the backdrop of tighter scrutiny on cross‑border tech and media deals, sublicensing from the state broadcaster also limits exposure to foreign regulatory friction. For advertisers and investors watching China’s attention economy, the question is simple: will Xiaohongshu convert World Cup viewers into a more balanced, stickier audience?