Sandvine’s 2023 Global Internet Phenomena Report Shows 24% Increase in Video Traffic, with Netflix Volume Surpassing YouTube

Streaming and the short video craze are just some of the drivers behind a double-digit increase in the volume of Internet traffic

WATERLOO, ON, January 17, 2023 /PRNewswire/ — Sandvine’s Global Internet Phenomena Report 2023the recognized authoritative source for global application usage and internet traffic trends, shows that global internet traffic volume increased by 23%, largely due to increased usage of streaming video and continued traffic growth across all app categories, including gaming, cloud, VPN, marketplace, and conferencing.

In its review of actual usage data from more than 177 service providers worldwide, Sandvine shows that the “Big 6” (Facebook, Amazon, Google, Apple, Netflix and Microsoft) still generate nearly half of all traffic Internet, with Google and Netflix responsible for the largest volumes.

“After the historic COVID-driven internet traffic spikes of 2020 and 2021, the ‘new normal’ in application usage and volumes appears to be here to stay,” said Sandvine Chief Solutions Officer Samir Marwaha. “The rapid acceleration of digitization has led to an increased dependence on applications and a rapid evolution towards more sophisticated apps that merge multiple functions and features together.”

Video responsible for 65% of Internet volume

Among Sandvine’s findings, video usage grew 24% in 2022, now accounting for 65% of all internet traffic. For the first time, Netflix displaced YouTube as the single most traffic-generating app, with TikTok, Disney+ and Hulu among the top 10 traffic-generating apps.

“Video is almost to the point where it can no longer be considered a category in its own right, as it is now an integral part of conferences, games, social networks, messaging and practically any app that wants to foster interactions and engagement,” added Marwaha .

The industry at a turning point

To keep up with these unprecedented demands, telecommunications companies have accelerated network upgrades and constructions. But the onslaught of video, exacerbated by a growing number of applications with higher demands on latency, bandwidth and throughput, is placing extraordinary pressure on global networks.

“As different OTT platforms expand their services and raise expectations, they may simply raise prices to fund service improvements, but the telecommunications companies that build and maintain the networks over which these services travel cannot do the same. It’s to be expected that operators are demanding regulatory relief and the data in this report illustrates why,” said CTO Sandvine Alexander Haven.”

Growing usage, volumes and complexity, all on top of rising customer expectations and tight regulatory frameworks, have brought the telecommunications industry to a crossroads.

“Sandvine’s Global Internet Phenomena Report shows very clearly that Internet traffic and application usage will never return to pre-COVID levels,” said the CEO Ray Motta by ACG Research, which believes telecom operators will be more focused on when, where and how they invest. “Telecom service providers need to look beyond basic network capabilities and ask more than ‘can my network keep up?’ Instead, they must ask themselves ‘how can I keep my customers happy?’ By understanding the true quality of experience, they can more efficiently use what they have and better direct investments where it is needed most.”

To get personalized network views of the categories and applications found in the Global Internet Phenomena Report 2023, Sandvine can individually meet with service providers looking to manage networks more efficiently and build networks based on app experience quality rather than network tonnage alone. To learn more, download Sandvine’s Global Internet Phenomena Report 2023and contact Sandvine to arrange a meeting at the MWC in Barcelona.

About Sandvine
Sandvine’s cloud-based Application and Network Intelligence portfolio helps customers analyze, optimize, and monetize application experiences using machine learning-driven contextual insights and real-time actions. Market-leading classification of over 95% of mobile and landline traffic by user, application, device, and location significantly improves interactions between users and applications. For more information on how to deliver a superior experience with extraordinarily rich real-time data that can drive performance and revenue, visit or follow Sandvine on LinkedIn, Chirpingand Facebook

Media contact:
Susanna Schwartz
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SOURCE Sandvine

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