It’s not Google, neither is it Facebook or YouTube. Netflix which originally was founded as a DVD sales and rentals is responsible for the highest downlink traffic across the World. Netflix accounts for 15% of the total downstream, whereas Youtube is 11.4% while Amazon prime is a distant 3.69%
According to a report by Sandvine Netflix has consistently been at the top of the rankings in the Americas, and that continues with 19.10% of total downstream traffic being Netflix. The sheer volume of Netflix traffic in the Americas is what propels it to worldwide leadership. At peak hour on fixed networks, this number can spike as high as 40% on some operator networks in the region. Netflix is at the top, other video services are starting to make an impact. HTTP Media Stream and Raw MPEG-TS represent a generic bucket for other OTT or operator streaming video services, showing diversity outside the top OTT services. Amazon Prime continues to grow their bandwidth
share in the Americas, and several other major OTT players sit right outside the top 10 – more on that later!
YouTube sits fifth and has a much stronger showing on mobile networks than on fixed, and since this
report has more fixed bandwidth than mobile for the Americas, it biases the Americas numbers for
the OTT content providers. Gaming makes an appearance, with Xbox Live downloads making up 2.09% of downstream traffic, narrowly beating out the PlayStation Network at 1.56% (13th) in the region. Gaming downloads are an increasing amount of downstream, and Twitch is also in this ecosystem.
Netflix’s dominance is even more impressive when you examine how they have the best efficiency for video streaming of the major video providers. The top left image shows Netflix’s Hot Fuzz at 459MB for a ~ 2-hour movie.
The top right shows iTunes download – 4.6GB for 1080, 4.15GB for 720, and 1.86GB for SD. The bottom right shows a few Amazon Prime videos, which range from 579MB for 1hr 29mins to 1.5GB for 2hr 7min.
Even with Netflix’s efficiency, they are still the leader not only in the Americas, but worldwide. Netflix deserves a lot of credit for reducing the throughput needed to stream their services. This means that Netflix could easily be 3x their current volume and at 40% of network traffic — all the time. It also bears mentioning that the number of mobile operators managing video traffic by offering unlimited viewing for reduced resolutions, which is also
depressing the volume of video traffic worldwide.