Hulu With Live TV is technically still in beta. It was only released in latebut has quickly become very popular with cord-cutters.
And, to no surprise to anyone, social media will play a major role in that.
Fox Sports , FIFA's English-language broadcast partner in the US, is going all out on Twitter this year with a partnership that includes a daily, minute live show from Russia and bringing near-live highlights to the platform.
Twitter, which has around million active users, has been ramping up its sports efforts in recent years, and it plans to use the upcoming World Cup to showcase the power and potential of its platform. Just yesterday, the company announced a three-year deal with Major League Soccer to stream 24 games per season.
It'll feature match previews, recaps, guest appearances from the likes of US football legend Alexi Lalas and, of course, reactions from the world of Twitter.
The network also plans to produce original content on the ground in Russia. Most importantly, perhaps, the partnership will let Twitter users watch highlights for each game almost in real time. Fox Sports says it can deliver cut-downs of notable moments, like goals scored, to the site in about two minutes.
That's impressive considering that, during the World Cup, it used to take ESPN 15 minutes to deliver highlights to the internet. In addition to that, Twitter is also getting access to videos featuring player and coaches interviews, as well as pre- and post-match press conferences.
It's worth noting that Fox Sports' daily live show and the other content it's making for Twitter will only be available for users in the US, as the network only holds the rights to the World Cup here.
Madati said that during the World Cup, which took place in Brazil, there were nearly million tweets about it, noting that to this day the Brazil-Germany semifinal match is still the most-tweeted event in Twitter's history.
Madati pointed to these type of partnerships as being core to Twitter's business strategy. Not surprisingly, Twitter isn't the only one ramping up its video efforts, other industry giants like Facebook and Amazon are investing billions of dollars in the space.
But regardless of the competition, Madati believes Twitter continues to be the best place for interactive commentary, as it lets people have conversations with one another around something they love or hate in real time.