Meta and Vodafone Partner To Optimise Video Delivery On Mobile Networks
Meta and Vodafone have teamed up to optimise video delivery on mobile networks across Europe, freeing up network capacity without compromising user experience.
The collaboration comes as video demand on platforms like Instagram, TikTok, and YouTube continues to drive data usage growth, with video accounting for 73% of all mobile traffic by the end of 2023 according to Ericsson's 2024 Mobility Report. It is also part of a broader effort to manage the increasing data traffic on mobile networks, as global traffic grew by 25% in the 12 months leading up to the first quarter of 2024.
In a three week trial conducted in April 2024, Vodafone reported a low double-digit reduction in Meta’s data traffic on its UK network, especially in busy locations like shopping centres and transport hubs. Following the success of this trial, the optimization has been rolled out to eleven European markets since June 2024.
Meta and Vodafone Committed to Innovation and Effective Use of Network Resources
Meta’s Vice President of Network Engineering, Gaya Nagarajan, emphasised the company’s commitment to working with partners like Vodafone to enhance video engineering and network efficiency. “Our relationship with Vodafone is a long-term partnership, and collaboration on video optimization is an opportunity to drive innovation and shape the future of the internet,” Nagarajan said in a statement.
Vodafone sees this partnership as a practical solution to the ongoing debate about fair contributions to network costs by Big Tech companies. “Meta’s willingness to optimise 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.
The optimization effort not only supports the growth of new digital services but also helps keep critical applications free from congestion and saves energy. Vodafone and Meta are open to collaborating with other players in the digital ecosystem to further enhance network efficiency and user experience.
Spain Telefonica Announces Collaboration With Meta
Spain’s Telefonica has also recently announced its work with Meta on similar video traffic delivery optimizations, indicating a growing trend among telecom operators to seek partnerships with tech companies to manage network loads more effectively.
The collaboration between Meta and Vodafone highlights a new approach to addressing network capacity challenges, promoting a more efficient use of existing resources, and ensuring a better experience for all mobile users.
