Despite Legal Threats Google Begins Posting Warnings of ISP Throttling
Google is taking net neutrality into its own hands, much like Netflix tried to
With net neutrality taking a holiday in the U.S., it's open season for internet service providers (ISPs) to throttle popular services -- particularly traffic-heavy ones -- if they don't pay fees. Both Google Inc. (GOOG) (who owns the internet's most used video sharing service, YouTube) and Netflix, Inc. (NFLX) have been on the receiving end of such demands.
But Netflix found out the hard way that even if it pays, it wouldn’t necessarily get its service fully restored. It found that connections from AT&T, Inc. (T), Verizon Communications Inc. (VZ), and others were still slow -- even after Netflix paid its toll. While it's possible there's a less sinister explanation one possibility is that these players are looking to deteriorate the quality of Netflix's service to give their own video-on-demand offerings an edge.
A frustrated Netflix responded by giving "warnings" when it detected slowdowns, deflecting the blame from the ISP. The ISPs threatened to sue Netflix, naturally accusing that Netflix had no way of telling whether the weakness was some sort of purposeful network manipulation (the ISP's fault) versus inevitable slowdown at peak traffic times (everyone's fault) or due to some flaw in Netflix's delivery system (Netflix's fault). The argument carried some weight and Netflix backed down from the warnings.
Now Google has offered up a similar set of warnings on YouTube. But it's doing so in a much more disciplined and thorough way. Google has done its homework, clearly.
The new "warnings" of sorts appeared as part of an annual transparency effort by Google. On May 29th, Google released its annual "Video Quality Report" -- which covers ISP performance in the United States, Canada, Australia, and New Zealand. Google's reports have traditionally featured "YouTube HD Verified" awards to ISPs that offer sufficient service and no signs of devious interference with internet video traffic. But this year there was a little extra feature added alongside the report itself.
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Google is taking net neutrality into its own hands, much like Netflix tried to
With net neutrality taking a holiday in the U.S., it's open season for internet service providers (ISPs) to throttle popular services -- particularly traffic-heavy ones -- if they don't pay fees. Both Google Inc. (GOOG) (who owns the internet's most used video sharing service, YouTube) and Netflix, Inc. (NFLX) have been on the receiving end of such demands.
But Netflix found out the hard way that even if it pays, it wouldn’t necessarily get its service fully restored. It found that connections from AT&T, Inc. (T), Verizon Communications Inc. (VZ), and others were still slow -- even after Netflix paid its toll. While it's possible there's a less sinister explanation one possibility is that these players are looking to deteriorate the quality of Netflix's service to give their own video-on-demand offerings an edge.
A frustrated Netflix responded by giving "warnings" when it detected slowdowns, deflecting the blame from the ISP. The ISPs threatened to sue Netflix, naturally accusing that Netflix had no way of telling whether the weakness was some sort of purposeful network manipulation (the ISP's fault) versus inevitable slowdown at peak traffic times (everyone's fault) or due to some flaw in Netflix's delivery system (Netflix's fault). The argument carried some weight and Netflix backed down from the warnings.
Now Google has offered up a similar set of warnings on YouTube. But it's doing so in a much more disciplined and thorough way. Google has done its homework, clearly.
The new "warnings" of sorts appeared as part of an annual transparency effort by Google. On May 29th, Google released its annual "Video Quality Report" -- which covers ISP performance in the United States, Canada, Australia, and New Zealand. Google's reports have traditionally featured "YouTube HD Verified" awards to ISPs that offer sufficient service and no signs of devious interference with internet video traffic. But this year there was a little extra feature added alongside the report itself.
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