China’s World Cup audience remains highly engaged online despite late-night kickoffs. As livestreams and social media discussions surge, fewer fans are gathering in bars to watch matches in person.
The 2026 FIFA World Cup is generating strong interest in China. Yet the excitement looks different from previous tournaments.
According to HKCNA, television ratings are climbing, and social media platforms are buzzing with discussion. At the same time, many bars and restaurants that were once filled with football fans are seeing smaller crowds. For many Chinese viewers, the World Cup experience is moving from public venues to personal screens.
Before the tournament began, some analysts expected viewership to decline. Most matches take place between midnight and early morning in Beijing due to the time difference between China and the host countries — the United States, Canada and Mexico. China also failed to qualify for the World Cup finals for a sixth consecutive edition.
However, audience figures from the opening days surprised many observers.
A group-stage match between South Korea and the Czech Republic drew strong ratings on CCTV5, China’s leading sports channel. The broadcast became the most-watched programme in its time slot and quickly sparked discussion on Chinese social media.
Chinese social media platform and new World Cup broadcaster Xiaohongshu also reported rapid growth in World Cup traffic. According to the platform, the number of livestream viewers on the opening day increased 55-fold compared with the pre-tournament period. During the first three days of the competition, users generated more than 90 million interactions through comments, reactions and discussions.
More Fans Choose to Stay Home
While online engagement continues to grow, offline viewing has become less popular.
In Hangzhou, a restaurant owner prepared for the tournament weeks in advance. The venue installed a large projection screen, introduced special World Cup meal packages and promoted viewing events to thousands of customers online. Despite those efforts, few fans showed up.
A similar trend has appeared in Beijing.
Some bars in the capital extended their opening hours during the World Cup. Yet several business owners said customer numbers remained largely unchanged. The late-night kick-off times have discouraged many people from watching matches outside their homes.
Convenience is becoming a bigger factor for Chinese fans.
According to a recent survey by market research firm iiMedia Research, more than half of respondents cited “reasonable spending” as the main factor when choosing where to watch World Cup matches. Atmosphere and social interaction ranked considerably lower.
Dong Tian, an office worker in Beijing, said she used to enjoy watching matches in bars with friends. “Now I focus more on the football itself,” she said. “I don’t want to stay up all night when I have work the next day.”
Online Communities Keep the World Cup Buzz Alive
Although fewer fans are gathering in person, online participation remains active.
On Xiaohongshu and other social media platforms, users are discussing match highlights, controversial decisions and viral football memes. Many fans are also experimenting with AI tools to analyse team statistics and predict match results.
Some Chinese technology companies have launched World Cup prediction features powered by large language models. Online communities are comparing forecasts from different AI systems and tracking which models perform best throughout the tournament.
For football fan Tang, the shift reflects broader changes in daily life. “There are many more entertainment choices now,” he said. “People can watch matches at home, in hotels or even during breaks at work. It’s simply more convenient.”
Still, he believes enthusiasm for the tournament remains strong. “The passion hasn’t disappeared,” he said. “People are just watching differently.”
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