Xiaohongshu tests long-form content with World Cup livestream experiment
Social media platform Xiaohongshu's World Cup livestream experiment demonstrated user willingness to engage with long-form video and broadened its audience demographics.
Xiaohongshu, a platform primarily known for short-form videos and lifestyle content, concluded its first large-scale World Cup livestream experiment after 39 days, marking a significant test of its ambitions in long-form video and premium sports rights.
During the tournament, daily searches for football-related content on Xiaohongshu tripled compared to the previous World Cup. User time spent on the platform doubled month-over-month in July, with average viewing times for some matches exceeding 52 minutes, indicating a strong user engagement with the extended livestream format.
The platform's ability to capitalize on the event's traffic was initially questioned. However, Xiaohongshu reported that football-related posts on the opening day were 27 times higher than during the 2022 World Cup's opening day. Engagement also extended to 1,390 communities with over 10 million participants.
Beyond live match coverage, Xiaohongshu leveraged its community ecosystem. Users shared content ranging from tactical analysis by former professionals and commentators to lifestyle topics like football fashion, watch-party setups, and skincare tips for late-night matches, memes, and team culture. This blend appealed to both dedicated fans and casual observers.
The World Cup also shifted user demographics, with male users accounting for about 60% of livestream viewers during the group stage, rising to around 80% in the knockout rounds. To sustain interest, Xiaohongshu is now featuring content from 12 domestic football leagues, continuing its effort to convert event-driven traffic into long-term engagement.