World Cup 2014: 46% of Americans want to watch the competition on multi-screen

74% of potential U.S. viewers of the World Cup 2014 (Brazil, 12/06 to 13/07/2014) will watch matches of the competition in a bar with friends or from their place of work, and 63% of them will look for summaries of matches on their computer, compared to 25% on their tablet and 23% on their smartphone, according to a study published by YuMe, on 27/03/2014.

YuMe is a Californian company that specialises in providing technology solutions to advertisers for their video advertisements on digital media. The study, conducted among 879 American viewers, aimed to survey their television consumption patterns for the next World Cup as well as past editions.

46% of respondents said that watching the competition on multiple screens simultaneously is important to them. "There is no doubt in the massive shift toward multiscreen viewership among consumers, and it is only amplified during a globally-watched sporting event such as the World Cup," said Paul Neto, director of research at YuMe.

Other key findings of the study by YuMe:

• Live streaming will be popular on all platforms: computer (33% of…