On Tuesday, Netflix has announced that it will be reducing traffic on telecommunications networks by 25 percent while maintaining the quality of service for users in India. This is an effort to help mitigate and ease the congestion of the internet in the midst of the lockdowns and most especially the pandemic
Other companies such as Amazon Prime Video are also joining in on the movement in temporarily lowering bit rates (a measurable means to know how much data is being transferred) to also mitigate the pressure on the network. As we all know well enough, digital content for the past few days has been booming as people are forced to stay indoors for as long as their government wishes and deems safe.
“Given the crisis, we’ve developed a way to reduce Netflix’s traffic on telecommunications networks by 25 percent while also maintaining the quality of our service. So consumers should continue to get the quality that comes with their plan – whether it’s Ultra-High, High or Standard Definition,” Netflix VP Content Delivery Ken Florance said in an emailed statement.
India, being the second most populous country in the world after China, has a significant amount of Netflix subscribers specifically the Mobile Plan which streams in Standard Definition.
The Cellular Operators’ Association of India (COAI) has written to their government the urging issuance of instructions to streaming platforms such as Netflix and Amazon Prime Video amongst plenty of others to begin the measures that will help in easing mitigation in the network as it proves to be critical.
“We support the need for careful management of telecom services to ensure they can handle the increased internet demand with so many people now at home full-time due to COVID-19…In India, we’ve already begun the effort to reduce streaming bitrates whilst maintaining a quality streaming experience for our customers,” an Amazon Prime Video spokesperson had said.