NEW YORK: As the FIFA World Cup gets underway in Russia, a new global survey has revealed that almost as many fans intend to watch the tournament via livestreamed video as on traditional TV.

According to the Interactive Advertising Bureau (IAB), around two-thirds (65%) of global consumers who have livestreamed video in the past expect to do so during the World Cup, compared to 71% who plan to watch the matches live on linear TV.

The IAB based its findings on a survey of 4,200 adults across 21 markets (200 in each) and found that football fans in Brazil, China, Colombia, Mexico, Peru, Russia, Saudi Arabia, South Africa, the United Arab Emirates and the USA are most likely to livestream over the next few weeks.

“Livestreaming is on the rise and this video phenomenon has the power to help build brands,” said Eric John, deputy director of the IAB’s Digital Video Center of Excellence.

“The World Cup is just one example of the kind of event that will spark massive livestreaming around the world and will attract brands which recognise the potential for effectively reaching audiences in live video environments,” he added.

However, the findings about expected viewership for the World Cup formed just one part of the IAB report, which explored livestreaming video habits more generally.

It found that more than two-thirds (67%) of consumers globally have streamed live video content and, of those, around half (52%) prefer free, ad-supported livestreaming over subscription and a la carte services.

Interestingly, 64% of those who have streamed live video are reported to have engaged with an ad, such as pre-roll or sponsored ads, while livestreaming.

And consumers in Brazil, Colombia, Mexico, Peru, Saudi Arabia, Turkey and the United Arab Emirates are the most likely to engage with ads, such as remembering the brand that was advertised, clicking on the ad and visiting the brand’s website.

Ads within livestreaming content were most frequently seen on social media platforms, gaming websites and apps, the report added.

Sourced from IAB; additional content by WARC staff