If your Instagram Reels have been loading more quickly lately, it’s likely due to a collaboration between Vodafone and Meta. They are implementing new network optimisations for short-form videos across eleven European countries. This initiative follows a similar effort by Telefónica and Meta, aimed at improving video traffic.
After a three-week test in the UK in April 2024, a noticeable reduction in network traffic for Meta apps was observed on Vodafone’s network. This allowed Vodafone to better allocate network resources in busy areas like shopping centres and transport hubs, benefiting all users. With the surge in short-form video content, this strategy aims to tackle network congestion, enhance mobile user experiences across Europe, support new digital services, and save energy.
Meta attributes these new efficiencies to improvements in its video engineering and infrastructure deployment, though specifics are scarce. Alberto Ripepi, Vodafone’s Chief Network Officer, praised Meta’s optimisation efforts for leading to more efficient use of network resources. Telefónica’s announcement suggests the use of advanced video codecs and improved coordination between applications and networks, hinting at more efficient compression technologies that adjust video quality based on network conditions.
Alternatively, network slicing might be employed to create a dedicated partition for short-form videos, ensuring this data is isolated from other traffic. Vodafone recently highlighted its network slicing capabilities at Glastonbury. Another possibility is the use of a Content Delivery Network (CDN) to route videos more efficiently.
Currently, the collaboration seems focused on Meta-owned platforms, but both Vodafone and Meta are open to working with others to improve network resource efficiency. As video consumption on mobile devices continues to grow, this collaboration becomes increasingly crucial.
According to Ericsson’s latest Mobility Report, video now accounts for 73% of all internet traffic, driven by platforms like TikTok, Instagram Reels, Snapchat, and YouTube Shorts. Interestingly, TikTok is exploring longer-form content to dominate the online video space.
Vodafone’s partnership with Meta is significant, considering Facebook’s previous push for video in the mid-2010s, which led many media companies to prioritise video over written content. However, a 2016 Wall Street Journal report revealed that the metrics driving this shift were largely inaccurate. The repercussions were felt over time, with major online media outlets like Vice, MTV News, and Buzzfeed News either shutting down or significantly scaling back.
Despite these past challenges, video content remains dominant, making collaborations between telecom companies and tech firms essential for managing network resources efficiently and ensuring a smooth, high-quality user experience. While the debate over fair contributions from telcos and tech firms is unlikely to be resolved easily, for now, the focus is on delivering a better customer experience.
Telcos, as bandwidth providers, are well-positioned to drive the online video value chain by using advanced networking methods to reduce network traffic significantly. This can lead to broader adoption of these practices and deliver smoother online video experiences while reducing data consumption for customers. Ultimately, this demonstrates the potential benefits when telcos and content providers work together to improve user experience rather than argue over connectivity costs.
The collaboration between Vodafone and Meta highlights what is possible when telecom companies and content providers cooperate to enhance the user experience. These efforts not only improve video quality and reduce data usage but also showcase the power of collaboration in managing the growing demands of video traffic on mobile networks.
Cerillion plc (LON:CER) is a leading provider of billing, charging and customer management systems with more than 20 years’ experience delivering its solutions across a broad range of industries including the telecommunications, finance, utilities and transportation sectors.
