Xiaohongshu reported a 55-fold surge in livestreaming viewers on the first day of the 2026 FIFA World Cup, breaking the social media platform’s all-time record, with fan interactions reaching 90 million in the first three days. After purchasing streaming rights from CMG, Xiaohongshu introduced its first dedicated top-level app entry for the event, during which it saw an 18-fold increase in World Cup-related searches and a total exposure of 2.7 billion for soccer-related content.