The Data Centre China Internet (DCCI) took a closer look at World Cup buzz on Weibo over the first two weeks of the tournament. In particular, DCCI looked at sources for original World Cup content posts and found that:

64% was created by post-80s and post-90s generation Weibo users

55.3% of original content was created by female users

10.3% of content came from international users

With China ranking as the largest TV audience for the World Cup since 2006, it will be interesting to see how brands branch out from traditional sports marketing strategies to tap into China’s diverse fan base at future tournaments.