As rights holders, though, Univision and ESPN want to make sure that if people are watching or talking about the games, that they’re doing it on the networks’ terms.
In recent years media companies and publishers have sparred over whether these clips fall under editorial “fair use.” This World Cup the message from ESPN and Univision is clear: It doesn’t.
Since the start of the tournament Vox Media-owned sports site SB Nation, one of the chief purveyors of quick World Cup content, has had two accounts suspended on Vine, according to its managing editor Brian Floyd.
SB Nation received suspension notices from Twitter, Mr. Floyd said, after a complaint from media-protection company Irdeto, which works on behalf of Univision.
“They don’t seem to mind people Vine-ing funny stuff like fans,” explained Clay Wendler, who quickly crafts Vines for SB Nation. But when it comes to goals — breathtaking moments of glory seemingly tailor-made for the six-second looping video format — rights-holders are more stringent, Mr. Wendler said. Twitter did not respond to requests for comment on its policies regarding World Cup content. Read more