Smartphones are becoming a prime screen for all kinds of entertainment.

The 2014 World Cup will be the first truly mobile tournament: Fans around the world will be watching on their smartphones, keeping up with the action during work, on the go, while catching other fare with family and friends. A lot has changed in the four years since the World Cup was in South Africa—indeed, a lot has changed just in the last year or so. TV apps have proliferated, while viewers are now much more inclined to regard their phones as mini TV screens.

Almost half of smartphone users across 11 countries who plan to follow the World Cup say they will use their smartphone to do so, according to the Interactive Advertising Bureau—and while many (45 percent) are motivated by the chance to check scores, 1 in 3 say they want to watch while away from home.

In the U.S., anyone will be able to watch the first two World Cup rounds live with Spanish commentary on Univision‘s new Deportes app; from the quarterfinals, access will be limited to pay TV subscribers. ESPN, which shares U.S. rights to the broadcasts with Univision, is making the games available to cable subscribers on its WatchESPN app.

Smartphone and tablet viewers have quite suddenly gotten in the habit of tuning in to so-called TV Everywhere apps. Last week Adobe reported an amazing 246 percent year-over-year Q1 increase in viewing on these apps, driven in large part by sports fans. And as illustrated in this week’s Data Point, smartphone online video starts grew 48 percent year-over-year in Q1 this year. As we outline in our recent mobile trends report, not only tablets but also smartphones are becoming a prime screen for all kinds of content.

Image credit: Google Play