Twitter looks like an underdog in the World Cup, according to a survey by RadiumOne. It was in just fifth place in a ranking of sites consumers would tap for tournament news.
No. 1 was Facebook, which was surprising given the prominence of Twitter when it comes to real-time media. It always captures attention during live programming like the Super Bowl and Oscars.
RadiumOne, an advertising and data tech firm, conducted the survey to gauge how digital-savvy consumers plan to watch the tournament, which starts today.
The survey also found that more people would share World Cup content on Facebook than on Twitter. It remains to be seen if that holds up once the tournament begins. To be sure, brands and marketing teams will be diving into both platforms to look for soccer-loving audiences.
Below are the survey’s findings, including a breakdown of what devices viewers plan to use to stream games.