Meta, the parent company of Instagram, has partnered with Vodafone to enhance the efficiency of video delivery across 11 European mobile networks.
This collaboration aims to manage the surging demand for short-form video content on platforms like Instagram, TikTok, and YouTube, which has driven a significant increase in mobile data usage.
According to Ericsson’s 2024 Mobility Report, global mobile traffic grew by 25% in the year leading up to the first quarter of 2024, with video content accounting for 73% of all mobile traffic by the end of 2023.
This exponential growth has placed considerable strain on telecom operators like Vodafone, who bear the costs of upgrading network capacities while tech giants benefit from increased traffic without direct financial contributions.
Vodafone views its partnership with Meta as a practical approach to address the fairness debate surrounding network usage costs. “Meta’s efforts to optimize video delivery for its applications represent a significant step towards maximizing the efficiency of existing network resources,” stated Alberto Ripepi, Vodafone’s chief network officer.
The optimization initiative, which has already demonstrated promising results during trials, includes a notable reduction in Meta’s data traffic on Vodafone’s British network, particularly in high-traffic areas such as shopping centers and transport hubs.
Gaya Nagarajan, Meta’s vice president of network engineering, emphasized the company’s commitment to collaborating with innovative partners like Vodafone, alongside device manufacturers, equipment vendors, and the broader digital ecosystem, to continually improve video delivery technologies.
Additionally, Spain’s Telefonica recently announced its own collaboration with Meta to optimize video traffic delivery on its networks, indicating a broader industry trend towards enhancing network efficiency amidst escalating data demands.
