Digital live streams of the 2018 World Cup have broken previous records for soccer's flagship tournament.
Despite still being in the group stages of the competition, online streaming figures for Russia 2018 are already exceeding the National Football League’s (NFL) Super Bowl showdown by 40 per cent, according to data collected by Conviva.
The streaming TV measurement provider, that works with many of the World Cup streaming publishers, including Fox Telemundo, NBC, Hulu and Sky, told the Independent: "In 2010, Conviva saw a high of 1.5 million peak concurrent global viewers for the World Cup. Then in 2014, they saw more than two times these views with 3.2 million peak concurrent viewers.
"Conviva has already seen a peak of 7.7 million peak concurrent viewers for 2018’s World Cup. For reference, Conviva’s previous live event peak occurred during this year’s Super Bowl with 5.5 million peak concurrent viewers."
That 7.7 million high occurred during the Argentina’s 1-1 draw with Iceland match, which featured big draw Barcelona star Lionel Messi.
In addition, figures released by the BBC on 19th June revealed that England's win over Tunisia on Monday saw three million viewers watch the game via its iPlayer streaming platform, making it the highest-ever live audience for an online BBC programme.
US Spanish-language World Cup rights-holder Telemundo Deportes, reported that it shattered its all-time streaming record during Mexico’s World Cup triumph over Germany, generating 1.1 million unique viewers.
The broadcaster, citing data from Adobe Analytics, said it recorded three record-setting days of digital views with its World Cup coverage on 15th, 16th and 17th June.
Telemundo’s streaming record was first broken on Friday when Spain drew 3-3 in a dramatic face-off against Portugal which drew 939,000 unique online viewers.
The broadcaster said that, for the full four days of match coverage, the average viewer spent 32 minutes per match watching Telemundo livestreams.
The news comes after the Indian Premier League (IPL) set a global streaming record on 22nd May when the match between two-time champions the Chennai Super Kings and Sunrisers Hyderabad saw 8.26 million concurrent viewers log in to video streaming platform Hotstar.