ESPN doesn’t have World Cup rights, but is still finding ways to cover the event via social video.

The biggest World Cup ever gives brands an opportunity to forge global audience connections — something many are doing via YouTube already.

Colbert’s potential YouTube move is a migration to where he — and the rest of traditional late night — has already established an engaged audience.

Spider-Man’s social video success showcases just how big the character is — at a time when there are doubts about the superhero genre.