‘Squid Game’ hit raises stakes for Netflix in broadband battle


When Netflix first launched Squid Sport, few guessed the South Korean drama would grow to be the US streaming firm’s hottest present launch ever.

Fewer nonetheless would have imagined that the flood of community site visitors the present attracted would set the stage for larger web payments and video subscription charges world wide.

Greater than 100m viewers, says Netflix, watched the dystopian show through which a bunch of indebted individuals, together with a fugitive banker and playing addict, battle it out for a $38m jackpot by taking part in kids’s playground video games.

However this success has additionally resulted in South Korea’s SK Broadband suing Netflix to cowl the price of the surge in community site visitors. Ought to streaming teams pay a congestion cost for hit exhibits?

SK Broadband, wholly owned by South Korea’s largest cell service SK Telecom, thinks they need to. The corporate says the site visitors that Netflix generates on its community has surged to 1.2tn bits of information processed per second as of September, the month of Squid Sport’s launch, a 24-fold enhance over three years. It has needed to improve its community twice to accommodate the site visitors surge attributable to the present.

Hits corresponding to Squid Sport have made Netflix essentially the most profitable streaming service in South Korea, the place native earnings greater than doubled within the yr to 2020. Subscriptions elevated nearly two-thirds within the month of August alone, in accordance with business information supplier WiseApp.

Native web speeds have facilitated the growth. South Korea has the quickest web of a serious market at 450 Mbps in 5G median obtain speeds, 11 instances sooner than the US, in accordance with information evaluation firm Speedcheck. Heavy authorities spending over the previous decade has created the infrastructure crucial to attain this. Insurance policies additionally ban broadband firms from charging excessive charges for web entry.

As an alternative, native legal guidelines require the heaviest customers — firms and content material suppliers that use greater than 1 per cent of whole community site visitors and have greater than 1m customers — to pay web charges to bear a share of the upkeep prices incurred by broadband suppliers.

Netflix accounted for nearly 5 per cent of day by day web site visitors within the fourth quarter and had greater than 1.7m paid subscribers, in accordance with official information. SK Broadband’s lawsuit claims Netflix has not paid appropriate community utilization charges it’s due for the previous three years.

Netflix sees these charges as opposite to its stance on net neutrality, which requires web service suppliers to deal with all content material on their networks equally. It has argued that SK Broadband is asking for double billing, with subscribers paying for an web connection by way of their Netflix subscription in addition to a direct charge for web service. It took its personal authorized motion in opposition to SK Broadband over the costs final yr.

A district courtroom dismissed Netflix’s declare in June and dominated it should pay excellent charges to SK Broadband. Netflix has appealed in opposition to the ruling. If it wins, it might open the door for all firms in South Korea, each native and worldwide, that use greater than their bandwidth restrict, to problem their very own charges.

A much bigger challenge is that streaming video providers have gotten extra mainstream across the globe. Video streaming accounted for 71 per cent of all downstream US web utilization in 2020, in accordance with Comcast and about two-thirds of whole world site visitors. Mixed with the growth in video conferencing utilization and information intensive applied sciences corresponding to automated driving, that locations a burden on the mounted capability of web suppliers.

On the flipside, internet neutrality means web suppliers have little incentive to spend money on expensive upgrades and capability will increase.

Viewers threat being caught within the crossfire. Overwhelmed networks don’t solely imply decrease high quality film streams however unreliable web and communication channels typically. If revenue margins additional deteriorate, web suppliers can be compelled to undertake exhausting limits on information for customers.

Ought to Netflix lose its case in opposition to SK Broadband, the estimated charges of $84m are unlikely to depart a dent in its backside line. Nevertheless it opens the door for world web suppliers to contemplate charging streaming firms for his or her heavy bandwidth hundreds.

This might imply an increase in costs for everybody as improve prices are unfold throughout subscribers as a complete and never simply companies. Subscription prices of video streaming providers might rise accordingly. Each SK Broadband’s lawsuit and Netflix’s listening to are scheduled for December. These are the showdowns viewers ought to watch after Squid Sport.

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