How content creators are bringing fans an added dimension to this World Cup

YouTubers reveal how they are challenging traditional broadcast coverage of the tournament with their own audience interaction

For decades, the World Cup belonged to broadcasters. Fans gathered around the television, watched the game live or caught the highlights later that evening. In the UK, BBC and ITV acted as gatekeepers, deciding which stories were told and how audiences experienced football’s biggest tournament.

That world still exists. Millions watch live matches on television, and broadcasters remain dominant when it comes to rights and access. But alongside them, another layer of football media has emerged.

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