Instagram owner Meta partnered with Vodafone to optimize short-form video distribution on 11 European mobile networks without affecting viewing quality
The demand for video on platforms such as Instagram, TikTok, and YouTube drives the relentless increase in data usage on mobile networks.
Ericsson’s 2024 Mobility Report indicates that global traffic increased by 25% in the 12 months leading up to the first quarter of 2024, and video constituted 73% of all mobile traffic by the conclusion of 2023.
Vodafone and other telecommunications operators have expressed dissatisfaction with the fact that they are obligated to bear the expense of network upgrades while the Big above Tech companies are granted an exemption.
The EU’s initiative to encourage Big Tech to contribute to 5G investment was unsuccessful last year, and it is unlikely that it will be revived before the end of the year.
Vodafone stated that collaborating with platforms like Meta was a “pragmatic approach” to resolving the fair share debate.
“Meta’s commitment to optimizing the delivery of video for its applications paves the way for the more effective utilization of existing network resources,” stated Alberto Ripepi, Vodafone’s chief network officer.
“Vodafone and Meta have implemented these optimizations across Vodafone’s European markets and intend to continue collaborating to foster additional efficiencies.”
During a trial in April, Vodafone reported that the optimization resulted in a low double-digit reduction in Meta’s data traffic on its British network, thereby freeing up capacity in high-traffic areas such as retail centers and transportation hubs.
Gaya Nagarajan, Meta’s vice president of network engineering, stated that the company was dedicated to collaborating with innovative partners such as Vodafone, device manufacturers, equipment vendors, and the broader digital ecosystem to advance the limits of video optimization.
Last week, Telefonica, a Spanish company, disclosed that it was also collaborating with Meta to enhance video traffic delivery on its networks.
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