China’s national soccer team may have failed to make it to the World Cup — for the fifth time in a row — but the tournament in Qatar has still attracted huge online attention. Weibo posts using the hashtag “世界杯" (World Cup) have garnered upwards of one billion reads per day since the competition began.  When it comes to actually watching the games, viewers in China are more likely than not to be doing so by streaming via Migu Video, a subsidiary of the state controlled tele