(Image Credit: iStockPhoto/mspoli)
In May, we covered reports that Australian Netflix subscribers were experiencing throttled access as internet service providers struggled to handle increased streaming demand. At that time, Netflix accounted for roughly 20–25 percent of web traffic after only two months in Australia. According to new research from Sandvine, however, video streaming has grown to generate about 70 percent of all web traffic.
Sandvine’s figures are drawn from the North American market, but similar patterns are likely appearing in other regions. The dominant sources of desktop “real‑time entertainment” are Netflix and YouTube, which together account for roughly 55 percent of video traffic. When additional platforms such as Facebook, Hulu, and Amazon Video are included, video streaming surpasses 70 percent of total traffic.
Real‑time entertainment is also the leading driver of mobile traffic, making up just over 40 percent. On mobile devices, audio and video usage is driven more by social media platforms like Facebook, Snapchat, and Instagram. YouTube remains the single largest source of mobile video traffic at over 20 percent, while Netflix contributes just above 3 percent of mobile traffic.
These mobile patterns reflect the continued prevalence of capped data plans: consumers are less likely to stream long‑form content such as Netflix while on cellular networks, favoring shorter clips typical of YouTube and social feeds. When users connect to Wi‑Fi—at home or in public—desktop computers and smart TVs are more likely to be used for extended viewing.
Gaming traffic also shows notable trends, driven in part by live streaming services like Twitch and the growing popularity of eSports broadcasts. For example, the public beta release of FIFA 16 caused gaming‑related traffic to triple in a single day.
Sandvine also highlighted Microsoft’s Windows 10 rollout. Despite being the largest digital software release in history, the staged, phased distribution minimized network impact by scheduling downloads during off‑peak hours.
“Microsoft should really be applauded for their phased Windows 10 roll out. While it may leave some people waiting for an update on launch day, the largest digital software release in history had no significant impact on network experience…
… Which is kind of incredible if you think about it.”
Sandvine’s full report provides additional detail and analysis on global internet traffic trends and how different services shape network usage patterns.
Are you surprised by Sandvine’s findings on web traffic? Share your thoughts in the comments.