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Douyin to broadcast 2022 World Cup

China Media Group (CMG) announced that Douyin will hold the broadcasting rights for the Qatar 2022 World Cup and serve as a crucial partner for China Media Group’s live streaming program.

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According to Kelly Zhang, CEO of Douyin, the platform’s increased availability of secondary sports live-streaming and video creations to fitness professionals has resulted in a richer sports ecology on Douyin. To improve consumers’ live-streaming experiences, the company will work with CMG to develop more imaginative interactive formats.

The sports content options on Douyin have improved recently. The company claims that it has introduced a variety of special sports programmes during the Tokyo 2020 Olympic Games and Beijing 2022 Winter Olympic Games in addition to being a partner of the Euro 2020 and Copa América 2021. Many athletes were invited to make brief videos of their workouts and daily activities, take part in event commentary, and introduce their sports.

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The White Paper on Douyin’s Sports Ecology in 2021 states that there has been a significant increase in the content supply, consumption, and distribution of sports on the platform during the past year. More than 60,000 sports creators and over 10,000 fans used the live function on Douyin at the beginning of 2022, and the number of sports broadcasts and spectators rose by roughly 50 percent.