Xiaohongshu took a risk with a 40-day livestream experiment during the World Cup to investigate the future of long-form content.

      When Spain lifted the FIFA World Cup trophy on Monday, the 2026 tournament concluded, marking the end of Xiaohongshu's inaugural comprehensive World Cup broadcasting initiative. Over the course of 39 days and 104 matches, the platform's coverage represented not only its first foray into premium sports rights but also a significant evaluation of its ambitions in long-form video and livestreaming.

      During the tournament, Xiaohongshu reported that daily searches for football-related content tripled compared to the previous World Cup. According to the company's data, user engagement on Xiaohongshu doubled month-over-month in July during the tournament, with the average viewing time for certain matches surpassing 52 minutes. These statistics suggest that users were more inclined to watch longer horizontal livestreams, indicating how premium sports content can influence viewing habits for a platform primarily known for short videos, lifestyle posts, and product recommendations.

      Prior to the tournament's commencement, many questioned Xiaohongshu's ability to effectively leverage the traffic from a global football event. The company reported that football-related posts on the tournament's opening day were 27 times higher than those on the opening day of the 2022 Qatar World Cup.

      Engagement with football also grew in 1,390 communities that drew in over 10 million participants, with some match discussion threads accumulating thousands of comments shortly after the final whistle.

      Instead of concentrating only on live match coverage, Xiaohongshu utilized its community-driven content ecosystem to foster discussions beyond the games. Users contributed tactical analyses from former football professionals and commentators like Fan Zhiyi and Xie Hui, as well as content on football fashion, watch-party setups, skincare tips for late-night matches, memes, and team culture. This combination of professional insights and lifestyle-related content expanded the platform's World Cup coverage, encouraging engagement from both casual viewers and devoted football fans.

      The tournament also brought notable shifts in Xiaohongshu’s user demographics. The company revealed that male users represented about 60% of livestream viewers during the group stage, a figure that rose to approximately 80% during the knockout stages. Some users who initially downloaded the app to watch the World Cup subsequently began exploring other interest-based communities encompassing motorcycles, outdoor activities, and consumer electronics, indicating that the event helped the platform reach audiences beyond its usual user base.

      Turning event-generated traffic into lasting engagement is a challenge for any content platform. In the aftermath of the World Cup, Xiaohongshu introduced content from 12 domestic football competitions, such as the Shanghai Street Super League, Jiangsu Super League, and Guizhou Village Super League, to maintain user interest in football beyond the international tournament.

      For Xiaohongshu, the World Cup served as a large-scale experiment aimed at expanding its content ecosystem. The event showcased the platform’s capacity for long-duration livestreaming while diversifying its content offerings and user demographics. While it remains uncertain if the blend of livestreaming, community discussions, and interest-based content will lead to sustained user retention, the World Cup has provided an early example of how the platform is engaging with long-form content.

      Jessie Wu is a tech reporter based in Shanghai. She covers consumer electronics, semiconductors, and the gaming industry for TechNode. You can reach her via e-mail at jessie.wu@technode.com.