An expert has claimed that it is very likely that more sports event will be broadcast online after the success of the England versus Ukraine World Cup qualifier.
Marie Bloomfield, broadband analyst at research body Screen Digest, said that while the match was essentially an isolated incident, it is something we are likely to see more of.
She added that organisations including UEFA are already looking to make Champions League games available to broadband subscribers on a pay-per-view basis.
"Premium sports content has always underpinned the pay TV business it's something that consumers are willing to pay for," she explained.
"You would expect to see that business model migrate online and, indeed, several services already monetise sports content in that way."
Digital broadcaster Perform recently reported that a post-match survey found that 89 per cent of those who bought access to the England qualifier would purchase another live sports event online.