Chinese social media platform Xiaohongshu, also known as RedNote, has secured the broadcasting rights for the 2026 FIFA World Cup, with all 104 matches to be available free of charge through live streams, replays and highlight clips on the platform.

Users will be able to watch matches via the Xiaohongshu app, its web platform and mobile screen-casting services, the company said.

"Securing the rights for live streaming and on-demand broadcasts of the World Cup is an invitation from us to football and sports fans around the world," a Xiaohongshu representative said, adding that the platform will leverage the strengths of its community ecosystem to introduce new interactive formats and immersive content experiences.

The move comes as sports-related content continues to gain traction on one of China's largest lifestyle-sharing platforms. Xiaohongshu said that its football-interest user base has surpassed 100 million in the past year, with interactions and discussions related to football content more than doubled year-on-year.