With the World Cup just over a week old, streaming records have been broken already. Despite still only being in the group stages of the tournament, Russia 2018 is already exceeding the NFL's Super Bowl by 40% - according to data collected by Conviva.

In 2010 Conviva saw a high of 1.5m concurrent global streamers for the World Cup in South Africa, this figure rose to 3.2m in Brazil 2014. However, Conviva has already seen a peak of 7.7m concurrent viewers; which occured during Argentina's 1-1 draw with Iceland. Compared to the 5.5m that streamed this years' Super Bowl.

The BBC also revealed that England's opening game against Tunisia had received 21.3m viewers, split 18.3m TV viewers and 3m via the iPlayer stream. The TV viewership had a 69.2% audience share at its peak, beating May's Royal Wedding (18m).