video store


Look who’s getting in on the slow web traffic blame game.

Google may not be making a lot of noise in Washington in the battle between media companies and Internet service providers over the idea of pay-to-play Internet “fast lanes.” But, following on the heels of Netflix’s public shaming strategy of Verizon, Google is starting to let its viewers know that who’s responsible for slow delivery of YouTube videos.

As Quartz noted earlier today, YouTube now sometimes displays an “Experiencing interruptions?” bar under buffering videos. Clicking on it, according to Quartz, takes viewers to a page that displays the current service quality for the viewer’s internet provider as well as other media providers in the area.

The rating service, dubbed a a Video Quality Report, was first announced about one month ago. A YouTube spokesman said it’s “about educating people, not shaming ISPs.”

Tom Mock (Ciena Corp.)
Tom Mock (Ciena Corp.)

Consumers are viewing more video on the Web than ever before, and expecting the same disruption-free experience they get when watching TV.  This is not the case today, unfortunately, as online video demand at peak times often outpace the network’s capabilities.  End-user expectations of a more “on-demand” experience is a dramatic change for networks, and requires the underlying infrastructure to evolve in order to give users the experience they expect. 

The good news is that the technology to upgrade networks into on-demand platforms exists and broadband service providers are investing as speed is a critical differentiator. But these upgrades won’t take place overnight and will not be evenly disbursed among broadband service providers.  Expect to see fierce competition from existing providers and newcomers in the near future. 


Get every new post delivered to your Inbox.

Join 309,285 other followers