Chinese consumers have abandoned television sets for smartphones when watching the World Cup, a shift that highlights how younger generations in the world’s second-largest economy consume entertainment — and what that means for American companies trying to crack that market.
“We mostly watch on smartphones, very little on TV,” Beijing resident Faye Jin told CNBC. “The TV at home is basically not used.”
Social Media Company Wins Streaming Rights
Chinese social media platform Xiaohongshu secured rights to stream World Cup matches free to all users this year. The app, known as Little Red Book and often compared to Instagram, struck a deal with state-owned China Media Group less than a month before kickoff.
The arrangement puts World Cup content directly into a platform where users already scroll through photos and videos daily. State broadcaster CCTV also offers mobile and smart TV apps for subscribers who want ad-free viewing.
Bars Sit Empty as Viewers Stay Home
CNBC reporters walking through Beijing found sparse crowds at bars during match times. Chinese fans now follow games online from home rather than gathering at public venues — a pattern that mirrors broader changes in how younger Chinese spend leisure time and money.
Soccer remains popular in China despite the national team’s failure to qualify for the World Cup since 2002. But viewing habits have transformed completely from two decades ago, when portable mini-TVs were the only way to catch games on the go.
What It Means for American Business
The smartphone-first approach in China creates both opportunities and obstacles for U.S. media and tech companies. Platforms that don’t integrate seamlessly into mobile-first ecosystems struggle to gain traction. Traditional advertising models built around television viewership miss the mark entirely.
American investors watching China’s consumer economy should note how quickly established habits disappear. Television manufacturers, cable providers, and venue operators all face pressure as entertainment moves to personal devices. The companies that win are those that meet consumers where they already spend their time — scrolling through apps on phones.
Key Points
- Chinese consumers now watch World Cup matches almost exclusively on smartphones rather than televisions
- Social media app Xiaohongshu won free streaming rights through state broadcaster partnership sealed just weeks before tournament started
- Shift to mobile-first viewing creates challenges for American companies using traditional television-based business models in China
https://www.cnbc.com/2026/06/16/people-in-china-are-watching-the-world-cup-differently-this-time.html – June 16, 2026
