DEBATE: Netflix consumes 15 per cent of global net traffic – will an online traffic jam break the internet?
Netflix consumes 15 per cent of global net traffic – will an online traffic jam break the internet?
Carl Erik Kjaersgaard, chief executive of Blackwood Seven, says YES
If the current internet infrastructure remains the same, this could be a risk.
Netflix’s current consumption is only the tip of the iceberg. This statistic – published in October from the Global Internet Phenomena Report – is a wake-up call that we need to heed as a society, as the volume of data that we are processing continues to grow exponentially.
We cannot and should not put this genie back in the bottle. Data use is accelerating, and if used to its full potential can act as an engine of growth to drive productivity.
While the consumption of data by Netflix viewers is driving the huge consumption of global internet traffic, it’s the use of data in a different sense that underpins its success.
Netflix understands its userbase and their tastes and interests due to the vast amount of data it holds on every consumer, allowing them to “disrupt” the traditional broadcasters and succeed in a competitive market where legacy businesses have struggled.
Holger Seim, chief executive of Blinkist, says NO
It is true that the rise in demand for video content has increased pressure on network providers, but the notion of a permanent pile-up is thankfully fantastical.
We’ve heard debates before about whether the internet will run out of space, but in reality, we’re only limited by the number and capacity of the billions of servers supporting the internet – we’re adding to both every single day.
For platforms that allow users to stream and download video, or ones that host online gaming, and in Blinkist’s case provide audio and text, we can easily identify the peak times for traffic. We’re accustomed to coping with busy periods when people are commuting to and from work, or relaxing at home in the evening, so we can adjust our networks accordingly.
As technology improves and network providers become more efficient, we’ll stay ahead of data demand. The only traffic jams will be the hours of entertainment in your smartphone waiting to be enjoyed.