
Meta, Instagram’s parent company, has partnered with Vodafone to optimize the delivery of short-form video content on 11 of Vodafone’s European mobile networks.
This initiative aims to free up network capacity without noticeably compromising the viewing experience for users.
The demand for video content on platforms like Instagram, TikTok, and YouTube drives significant growth in data usage on mobile networks.
According to Ericsson’s 2024 Mobility Report, global mobile traffic grew by 25% in the 12 months leading up to the first quarter of 2024, with video accounting for 73% of all mobile traffic by the end of 2023.
Telecom operators, including Vodafone, have expressed concerns about the costs of upgrading networks to handle increasing data demands.
At the same time, Big Tech companies benefit from these networks without directly contributing to the investment in 5G infrastructure.
Despite the EU’s efforts to encourage Big Tech to contribute to 5G investment, these initiatives stalled last year and are unlikely to be revived before the end of the year.
Vodafone views the partnership with Meta as a pragmatic approach to addressing the debate around fair share.
Alberto Ripepi, Vodafone’s chief network officer, highlighted that Meta’s efforts to optimize video delivery for its applications have led to more efficient use of existing network resources.
This optimization has been implemented across Vodafone’s European markets, with ongoing collaboration to foster further efficiencies.
During a trial in April, the optimization resulted in a low double-digit reduction in Meta’s data traffic on Vodafone’s British network. This freed up capacity in high-demand locations such as shopping centers and transport hubs, alleviating some of the network’s pressure.
Meta’s vice president of network engineering, Gaya Nagarajan, reiterated the company’s commitment to working with innovative partners like Vodafone, device manufacturers, equipment vendors, and the wider digital ecosystem to push the boundaries of video optimization.
In addition to its partnership with Vodafone, Meta works with Spain’s Telefonica to optimize video traffic delivery on its networks.
These collaborations signify a broader trend of tech companies and telecom operators working together to address the challenges of increasing data usage and network capacity.