LONDON, July 9 (Reuters) - Instagram-owner Meta

has worked with Vodafone ( VOD ) to free up capacity on 11 of

its European mobile networks by optimising the delivery of

short-form video without noticeably compromising the viewing

experience.

Demand for video on Instagram, TikTok and YouTube is driving

relentless growth in data usage on mobile networks.

Global traffic grew 25% in the 12 months to the first

quarter of 2024, according to Ericsson's 2024 Mobility Report,

and video accounted for 73% of all mobile traffic by the end of

2023.

Telecom operators including Vodafone ( VOD ) have complained that

they have to shoulder the cost of upgrading networks while the

Big Tech companies that benefit get a free ride.

An EU push to make Big Tech contribute to 5G investment

stalled last year, and there is no chance it will be revived

before the end of the year, if it is at all.

Vodafone ( VOD ) said partnering with platforms like Meta was a

"pragmatic way" to address the debate around fair share.

"Meta's willingness to optimise the delivery of video for

its applications leads the way for a more efficient use of

existing network resources," said Alberto Ripepi, Vodafone's ( VOD )

chief network officer.

"Vodafone ( VOD ) and Meta have implemented these optimisations

across Vodafone's ( VOD ) European markets and intend to continue

collaborating to foster additional efficiencies."

Vodafone ( VOD ) said the optimisation resulted in a low

double-digit reduction in Meta's data traffic on its British

network during a trial in April, freeing up capacity in busy

locations like shopping centres and transport hubs.

Meta's vice president of network engineering Gaya Nagarajan

said the company was committed to working with innovative

partners like Vodafone ( VOD ), device manufacturers, equipment vendors

and the wider digital ecosystem to push the boundaries of video

optimisation.

Spain's Telefonica said last week it was also working with

Meta on optimising video traffic delivery on its networks.