Xiaohongshu has become an official rights-holder for the 2026 World Cup in the US, Canada, and Mexico, according to LatePost. The platform joins China Media Group and Migu as the only broadcasters with live streaming, replay, and short-form video rights in China. Xiaohongshu paid less than the 1 billion RMB ($138 million) that Migu and Douyin each reportedly paid for 2022 rights. The platform aims to use the tournament to grow daily active users from 170 million to 200 million and attract more male users. China Media Group holds exclusive multiplatform rights for the 2026 and 2030 World Cups.

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