FIFA and CCTV's World Cup broadcasting rights have once again fallen through, with FIFA offering a bid of $300 million, while China’s expected valuation is only $60-80 million, and the tournament is less than a month away from starting!

Why are the broadcasting rights in the US, the world's largest economy, worth billions of dollars; while in China, the second-largest economy and most populous country, they can only be sold for tens of millions; and India, the second most populous country, only sold its rights for $20 million?
There are many perspectives, but today I want to share another key factor: monetizable attention.
The literal meaning is easy to understand: in the attention economy era, attention that can be converted into real income, rather than just being seen.
Someone watches—how valuable is the quality of the viewers? How much are advertisers willing to pay for these viewers? That is the key indicator of attention monetization.
The price of World Cup broadcasting rights is not only about general traffic but also about these key indicators.
There is also a crucial variable: in the US, supported by legal sports betting, sports are no longer just content but a trading scene, so a large amount of sports betting advertisers invest huge marketing budgets.
This logic also applies in Web3: crypto assets essentially become a super-financialization of attention.
Some markets in Southeast Asia and Africa don’t lack users; rather, their users are not valuable.
A Korean user’s value exceeds 200 Vietnamese users.
Advertisers are willing to spend huge amounts on marketing in markets like Korea.
When platform/KOL/project teams’ attention can directly link users to trading, staking, mining, and other scenarios, the value is completely different.