"I think a million concurrent streams will not work on top of normal video traffic, " said Graham Moore, from web traffic management firm Zeus Technology.

BBC: England fans set for web-only tie

This is just the start, and if lifestyle sponsors like those are getting into an industry where they can reach 20k, 50k, 100l, 200k concurrent viewers with their products, I know companies will be willing to pay a good amount of money for that.

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