Meta has joined forces with Vodafone to enhance the efficiency of video delivery on 11 of Vodafone’s European mobile networks.
This collaboration aims to manage the increasing demand for short-form video content without compromising the user experience.
The surge in video consumption on platforms like Instagram, TikTok, and YouTube has increased 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 making up 73% of all mobile traffic by the end of 2023.
Telecom operators, including Vodafone, are concerned about bearing the cost of network upgrades while major tech companies benefit without contributing to the expenses.
Efforts by the EU to have Big Tech firms help fund 5G infrastructure stalled last year, with little hope of progress before the year’s end.
Vodafone sees partnerships with platforms like Meta as a practical solution to the fair share debate. Alberto Ripepi, Vodafone’s chief network officer, stated, “Meta’s willingness to optimize video delivery for its applications leads to a more efficient use of existing network resources.”
The companies have implemented these optimizations across Vodafone’s European markets and plan to continue working together to achieve further efficiencies.
During a trial in April, the optimization resulted in a small but significant reduction in Meta’s data traffic on Vodafone’s British network, freeing up capacity in high-demand areas such as shopping centers and transport hubs.
Gaya Nagarajan, Meta’s vice president of network engineering, reiterated the company’s mission to collaborate with innovative partners like Vodafone, device manufacturers, equipment vendors, and the broader digital ecosystem to advance video optimization techniques.
Additionally, Spain’s Telefonica announced last week that it is also working with Meta to optimize video traffic delivery on its networks.
