Meta, Instagram’s parent company, has partnered with Vodafone to enhance the efficiency of video delivery across 11 of Vodafone’s European mobile networks. This initiative aims to free up network capacity without noticeably affecting the viewing experience of short-form videos.

The surge in video consumption on platforms like Instagram, TikTok, and YouTube is driving significant growth in data usage on mobile networks. According to Ericsson’s 2024 Mobility Report, global traffic increased by 25% in the 12 months leading up to the first quarter of 2024. By the end of 2023, video accounted for 73% of all mobile traffic, highlighting the immense strain on network resources.

Telecom operators, including Vodafone, have raised concerns about the financial burden of upgrading their networks to meet rising data demands while technology giants benefit without contributing to infrastructure costs. The European Union’s efforts to require Big Tech companies to invest in 5G networks stalled last year, and there is little prospect of reviving the initiative before the end of this year.

In response, Vodafone views collaboration with platforms like Meta as a practical solution to address the ongoing debate over fair contributions to network investment. “Meta’s willingness to optimize the delivery of video for its applications leads the way for a more efficient use of existing network resources,” said Alberto Ripepi, Vodafone’s chief network officer. He added that Vodafone and Meta have already implemented these optimizations across Vodafone’s European markets and plan to continue their partnership to enhance network efficiency further.

During an April trial, the optimization effort resulted in a low double-digit reduction in Meta’s data traffic on Vodafone’s British network. This freed up capacity in high-traffic areas such as shopping centers and transport hubs, easing congestion and improving overall network performance.

Gaya Nagarajan, Meta’s vice president of network engineering, emphasized the company’s commitment to collaborating with innovative partners like Vodafone, device manufacturers, equipment vendors, and the broader digital ecosystem to advance video optimization techniques.

Other telecom operators are also engaging in similar partnerships. Last week, Spain’s Telefonica announced its collaboration with Meta to optimize video traffic delivery on its networks, reflecting a broader industry trend towards cooperative solutions to manage growing data demands.