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[Florencia Abila]

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A new report by Sandvine has revealed the web applications responsible for the world's most downstream internet traffic. Underlining the popularity of streaming services, Netflix accounts for the most megabytes with 14.9 percent.

YouTube isn't too far behind with 11.4 percent. Further back but still with a significant share, Disney+ is responsible for 4.5 percent. Adding to video streaming's contribution, Amazon Prime Video has a share of 2.8 percent.

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But now Netflix has dropped to second place globally behind web-based media streaming apps, as video consumption overall continues to climb, according to the 2019 Global Internet Phenomena Report from Sandvine, a vendor of bandwidth-management systems.

For the first half of 2019, HTTP media streaming represented 12.8% of downstream internet traffic worldwide. Netflix accounted for 12.6% of total downstream volume of traffic across the entire internet, per the report.

In North America, Netflix and YouTube are the main traffic culprits, according to its twice yearly Global Internet Phenomena Report. Combined, they account for 50.31 percent of the downstream traffic during the peak part of the day.

The rankings come the same week that Amazon is set to premiere its first original television series, "Alpha House," as its answer to the Netflix push for homegrown programming like "House of Cards" and "Arrested Development." Netflix has been devoting a sizable chunk of its content budget to its own shows to rely slightly less on licensing other companies' content and to try to become something akin to the Internet's version of HBO. The company has even shifted to referring to itself as the "world's leading Internet television network" rather than the leading Internet video subscription service.

However, in an email to CNET, Sandvine noted that Netflix's originals didn't appear to move the needle on traffic when the new series were released. In fact, Netflix traffic overall dipped very slightly in the latest six month period.

Netflix has kept mum about how much its original programming pulls in subscribers and keeps them signed up, but a Nielsen study suggested that original programming has quickly become a key factor in what its customers are coming to watch.

Now, average monthly mobile usage in the Asia-Pacific region accounts for more than 50 percent of peak downstream traffic and exceeds 1GB, more than double the 443MB average in North America, Sandvine said. It added that video accounts for less than 6 percent of traffic in mobile networks in Africa, but is expected to grow faster there than in any other region before it.

File sharing now accounts for less than 10 percent of total daily traffic in North America, down from the more than 60 percent it netted in Sandvine's first Global Internet Phenomena Report released more than 10 years ago.

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.

Sandvine revealed that web applications are responsible for the world's most downstream internet traffic. Netflix, with its popularity, accounts for the most megabytes with 14.9 percent. According to the reports, there were 1.3 billion online video subscriptions towards the end of 2021. It accounts for 17 percent of all online video subscriptions worldwide.

In the second quarter of 2022, Netflix will have approximately 220 million global paid memberships. It is also the most significant premium video-on-demand service worldwide. Netflix claimed in 2022 that half of its subscribers watch the OTT platform on a mobile phone.

Reports have revealed that Netflix is responsible for 15 percent of global internet traffic, and its recommendation engine is worth $1 billion annually. According to David Wells, Netflix's CFO, the company is not opposed to appending $20 million per hour of original content. With 220 million subscriptions worldwide, Netflix commands 16.9 percent of the global digital streaming market.

As per the studies, 17 percent of streaming service subscriptions belong to Netflix, but a third of people have a Netflix subscription. And reports also support that worldwide anyone having one or more subscription services, 30 percent of those individuals subscribe to Netflix.

Download traffic is much heavier than upload traffic on the whole, but they both increased at about the same rate this year. The average Internet subscribing household in North America uploaded 7.6GB of data per month in Sandvine's report in the first half of this year, increasing to 8.5GB in the latest report, a boost of 11.8 percent. The average household's monthly downloads increased from 43.8GB to 48.9GB, a boost of 11.6 percent.

These ACK packets are so numerous that they can sometimes interfere with downloads. Internet service plans with upload speeds that are much smaller than download speeds exacerbate this problem, Sandvine wrote in its fall 2011 report.

Netflix streamed 6.5 billion hours of video worldwide in the first three months of 2014, the company reportedly said earlier this year. Netflix download speeds range from 0.5Mbps to 25Mbps, with the average stream around 3Mbps on top-performing ISPs. Overall, Netflix distributes multiple terabits per second.

Streaming video is continuing to shine compared to peer-to-peer file sharing in North America. While BitTorrent accounted for 25.49 percent of uploads on North American fixed networks, its 2.8 percent share of the much bigger download category resulted in an aggregate traffic share of 5.03 percent.

"As observed in previous reports, BitTorrent continues to lose share and now accounts for just 5 percent of traffic during peak periods," Sandvine wrote. "In our last report, we revealed that file sharing as a whole accounted for less than 9 percent of total daily traffic, and that trend continues with file sharing now responsible for just 7 percent of daily network traffic. This demonstrates a sharp decline in share from the 31 percent of total traffic we had revealed in our 2008 report."

Meanwhile, there's good news for Amazon. "Amazon Instant Video has established itself as the second largest paid streaming video service in North America," despite not officially being available in Canada, Sandvine said. "While still only accounting for 2.6 percent of downstream traffic, its share has more than doubled in the past 18 months."

Since the dawn of the commercial internet and the World Wide Web, consumers have viewed the internet as a sort of giant library. This has allowed them to ask fairly discrete questions via search (i.e. 'Can you show me the plays of William Shakespeare?'), and to get fairly voluminous answers (originally a simple web page, but today full of rich video and audio content), as the hundreds of billions of dollars invested in internet networks have dramatically increased the speed and capacity of data that can be transmitted quickly and efficiently. Historically, cable broadband providers have doubled the capacity of their networks every 18-24 months, although that timeframe has accelerated during the COVID crisis.

As an example, back in 2010, when the delivery of streaming video files over the internet was largely in its infancy, the overall downstream-to-upstream traffic usage ratio was about 3 to 1. As consumers have increasingly turned to the internet for their video entertainment, the growth in downstream traffic has soared. Years later, when Netflix and other sources of internet-delivered video had become well established, the ratio of downstream to upstream traffic had become decidedly lopsided, or asymmetric, with total downstream traffic outpacing total upstream traffic by a ratio of 14 to 1 in 2019, according to CommScope. More recent data from Open Vault shows a similar consumption pattern with an estimated asymmetry ratio of 16 to 1 for April 2020.

As technology has evolved, more powerful devices, networks and new applications like video conferencing and remote cameras have encouraged more local production of data that can be transmitted upstream and stored in the cloud. But despite these new capabilities and use cases, Americans are still voracious consumers of data and the vast majority of our internet usage still revolves around receiving data (with our eyes and ears) rather than producing and uploading it (with our computers and connected devices).

Even with the 20-30x surge in the use of video conferencing during the COVID crisis, our relative use of these kinds of applications is still small on a relative basis, meaning that while we may notice these shifts in usage as changes to our daily routines, to the network, the relative changes are not as pronounced. To some, this might seem counterintuitive given that the more time spent on video conferencing applications, the more symmetric and two-way in nature traffic would flow. But two factors help to explain this.

First, the most popular video conferencing apps are still relatively modest users of data. Video conferencing apps are optimized to maximize potential connections, often requiring only 1-2 Mbps, and often far less when a participant is not speaking, to support a stable video connection.

Second, while working and learning from home has led to increases in the use of upstream data, those increases continue to be overshadowed, if not dwarfed, by the disproportionate volume of downstream usage for teleworking, distance-learning, general information requests, and entertainment.

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