×
You will be redirected back to your article in seconds

Netflix Eats Up 15% of All Internet Downstream Traffic Worldwide (Study)

Amazon Prime consumes more bandwidth than YouTube in Americas region: Sandvine report

Netflix remains the 800-pound gorilla of the streaming world: Video from the service consumes a significant 15% of all internet bandwidth globally, the most of any single application.

That’s according to the latest Global Internet Phenomena Report from Sandvine, a vendor of bandwidth-management systems. Netflix was followed by HTTP media streams, representing 13.1% of all downstream traffic; YouTube (11.4%); web browsing (7.8%); and MPEG transport streams (4.4%).

In the Americas, Netflix grabs an even bigger slice of the bandwidth pie, accounting for 19.1% of total downstream traffic. Here’s an interesting wrinkle: In this Americas, Amazon Prime Video consumes more data (7.7% of downstream traffic) than YouTube (7.5%), per Sandvine.

During peak evening hours, Netflix usage can spike as high as 40% of all downstream traffic on some wireline operator networks in the Americas, per the study, which remains consistent with past studies Sandvine has conducted.

Netflix’s dominant share of internet bandwidth usage is even more impressive considering that its video encoding is more efficient than any other major internet video provider, according to Sandvine. In other words, Netflix would represent an even larger portion of internet-data consumption if its compression algorithms were less efficient.

Worldwide, video is 57.7% of the total volume of downstream traffic on the internet, followed by web (17.0%), gaming (7.8%) and social media (5.1%). Other categories include content marketplaces like iTunes and Google Play (4.6%), file sharing (2.8%), and audio streaming (1.0%), according to the Sandvine report.

Looking at video as a category, Netflix represents of 26.6% downstream video traffic worldwide. Regionally, Netflix gobbles up 30.7% in the Americas. In EMEA (Europe, Middle East and Africa), YouTube takes top share of downstream video traffic (30.4%) followed by Netflix (23.1%), while in the Asia-Pacific region web-based video streaming is No. 1 (29.2%) followed by Facebook video (17.7%).

The data Sandvine uses to compile its Global Internet Phenomena Report comes from more than 150 service-provider customers globally, representing 2.1 billion subscribers. The Canadian company, based in Waterloo, Ontario, noted that the report doesn’t include significant data from China or India.

Global Video Streaming Traffic Share

Netflix 26.6%
HTTP media stream 24.4%
YouTube 21.3%
Raw MPEG transport stream 8.0%
Amazon Prime Video 5.7%
Twitch 3.5%
Facebook video 3.4%
Openload 0.8%
Sky Go 0.5%
Hulu 0.4%

Source: Sandvine Global Internet Phenomena Report, October 2018

Popular on Variety

More Digital

  • Netflix-logo-N-icon

    Netflix Is Testing Human-Curated 'Collections'

    Netflix, a company powered by the strategic use of data, relies on artificial intelligence to suggest new content that its streaming customers are likely to be interested in. Now it’s looking to potentially add a human touch: The company has launched a limited-scale test of “Collections,” a new feature that presents groups of movies and [...]

  • wolves in the walls emmy

    Neil Gaiman VR Experience 'Wolves in the Walls' Wins Primetime Emmy

    “Wolves in the Walls,” the virtual reality (VR) experience based on Neil Gaiman’s children’s book by the same name, has been awarded with a Primetime Emmy for outstanding innovation in interactive media. The experience has been produced by San Francisco-based immersive entertainment startup Fable, which puts a big effort on making the viewer a participating [...]

  • The Void San Francisco

    The Void Teams Up With Sony Pictures for New Location-Based VR Experience

    James Murdoch-backed virtual reality (VR) startup The Void has teamed up with Sony Pictures Virtual reality to produce a new location-based VR experience, according to Curtis Hickman, the startup’s chief creative officer. Hickman revealed the partnership in a conversation with Variety this week, during which he also outlined plans to bring more original IP to [...]

  • US President Donald J. Trump speaks

    Apple Stock Down 4.6% After Trump ‘Orders’ Companies to Leave China

    Apple’s share price was down around 4.6% Friday at the close of the market, to $202.64 per share, after President Trump took to Twitter to “order” U.S. companies to leave China. The slide came amid a market-wide sell-off, with the NASDAQ sliding 3%, and the Dow dropping 623 points. Trump’s edict was a response to [...]

  • Former head of CAA China Peter

    Peter Loehr to Spearhead Asia Expansion of Genies Avatar Venture (EXCLUSIVE)

    Peter Loehr, the former head of CAA in China, and seasoned music executive John Possman have been tapped by digital avatar company Genies to lead its expansion into Asia. The company’s proprietary avatar technology allows users to express ideas, thoughts and feelings in a different way from text, audio and video. Within the app and [...]

  • Tim Connolly - Quibi

    Quibi Head of Partnerships and Advertising Tim Connolly Departs

    Tim Connolly, the former Hulu exec who joined Quibi last year as head of partnerships and advertising, is leaving the mobile TV subscription startup founded by Jeffrey Katzenberg. Connolly’s exit comes eight months ahead of Quibi’s planned April 2020 debut. A Quibi rep declined to comment on his departure, which was first reported by Business [...]

More From Our Brands

Access exclusive content