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Report: Online Video To Drive IP Traffic Growth

Responsible for 90 percent of total in five years' time

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The Internet is going to be a busy, busy place by the time 2012 rolls around.  A new report from Cisco suggests that global IP traffic will have sextupled by then, with – depending on how you look at it – online video being mostly to thank or blame.

"Internet video has jumped from 12 percent of the global consumer Internet traffic in 2006 to 22 percent in 2007," notes the Cisco Visual Networking Index Forecast.  "Video on demand, IPTV, peer-to-peer (P2P) video, and Internet video are forecast to account for nearly 90 percent of all consumer IP traffic in 2012."

Cisco doesn’t follow this thought into any doom-and-gloom, end-of-the-Internet predictions, though.  Changes in the advertising business seem more likely, with Suraj Shetty, Cisco’s vice president of service provider marketing, stating, "The broad and increasing adoption of visual networking is having a significant impact on IP traffic growth for both consumer and business services markets worldwide."

The practice of pairing ads with videos is sure to become more common.  Optimization in the field could become the next focal point of online competition, as even Google and YouTube don’t have a clear lead at this point.

Also, although this will matter less in terms of day-to-day life, Shetty drives home the magnitude of expected growth by pointing out that the term "zettabyte" (which is equal to one trillion gigabytes, or 250 billion DVDs) will become necessary.

Report: Online Video To Drive IP Traffic Growth
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