Just one hour after tweeting the link to watch the opening match between Brazil and Croatia the people behind the ITV Player twitter feed were apologising for a break in service due to unprecedented demand.
From what other people have tweeted it seems that the service failed during a crucial moment as a penalty was been taken. Also lots of people are questioning why other streaming services have worked smoothly during large sporting events, e.g. YouTube and BBC iPlayer.
One difference in 2014 compared to the 2012 Olympics may be that a lot more people have fast connections in the UK and are thus picking the HD feed, which due to nature of football will be the preferred viewing method (i.e. lots of movement of the camera with a need to see small details like the ball). One would have hoped that ITV operations would have noticed the increasing demand for live content via online streaming.
The normal worry during large sports events is that the broadband providers will not cope with the traffic volume, but this blip of the ITV Player is a reminder that the provider of the content still needs to play their part. Sky has had issues in the past with its NOW TV platform when lots of people use it to watch popular programmes like the opening episode of the current series of Game of Thrones.