Meta, the owner of Instagram, has collaborated with Vodafone to optimise short-form video delivery on 11 of its European mobile networks. That effort aims to free up network capacity without compromising the viewing experience, addressing the increasing data usage driven by platforms like Instagram, TikTok, and YouTube. According to Ericsson's 2024 Mobility Report, global mobile traffic grew by 25% in the past year, with video accounting for 73% of all mobile traffic by the end of 2023.

Telecom operators, including Vodafone, have expressed concerns about the financial burden of upgrading networks while Big Tech companies benefit from the increased data usage. A recent EU initiative to have Big Tech contribute to 5G investment has stalled. Vodafone sees its partnership with Meta as a practical solution to address the issue of fair contribution, with Meta's video optimisation efforts leading to more efficient network resource usage.

During an April trial on Vodafone's British network, the optimisation resulted in a low double-digit reduction in Meta's data traffic, freeing up capacity in busy areas such as shopping centres and transport hubs. Both Vodafone and Meta plan to continue collaborating to enhance network efficiencies further. Similarly, Spain's Telefonica has also started working with Meta to optimise video traffic delivery on its networks.