Expect more free sport on your mobile, but not for long

Traditional Chinese online video content providers such as LeTV have been quick to see the potential of tapping into China's increasing number of sports fans, who are now turning in their millions to watching via mobile.

Citing official data, Gao said the number of Internet users in China is now between 600 million and 700 million, more than half the entire population.

To deliver more sports content, online video providers have spent huge sums buying the rights to events in recent years, from traditional TV stations or sports organizers.

LeTV.com signed a strategic partnership agreement with the organizers of the China leg of the International Champions Cup (of which Real beating Milan 3-0 was part) to stream live coverage of three matches on its website and mobile apps, plus other promotional activities surrounding the event.

Lei Zhenjian, the CEO of LeTV Sports, said bringing coverage of the prestigious tournament to China marks a significant expansion into a new field for the Internet and technology company.

"The move demonstrates our commitment to developing the LeTV Sports ecosystem by not only providing unique and innovative content via PC, mobile devices and smart TV, but also bringing world-class sporting events to Chinese fans."

Following the government's move in 2014 to open up the broadcasting rights of live sporting events, a number of online video providers have signed agreements with international sports content providers to bring some of the world's biggest spectacles to China.

Tencent Sports, for example, has spent $500 million on the rights to broadcast live National Basketball Association games over the next five seasons.

The Chinese market can expect such huge investment in live sport on the Internet by online video providers to continue, spending which will inevitably reduce the size of TV audiences. This is certainly encouraging more younger Internet users to watch using mobile devices.

I have one concern, though－h(huán)ow long will I be able to watch for free?