Is this so surprising??
I suppose, what with the increase in broadband speeds and availability (as well as mobile connectivity and technology), we should have expected this anyway. Rather than sitting in the spare bedroom watching matches on your portable TV so the wife can keep up to speed with all things soap, you can now sit with her on the sofa and watch a stream of the match on your laptop. I don't recall this being available for the last World Cup. Also, I'm of the impression that most employers will put aside bandwidth for match updates in order to stop footie fans chucking sickies to watch matches. So it's not really surprising in that respect.
As for the first footie tournament?? I followed most of last season's league games on the internet...