Video Comprises Half of Verizon's Network Traffic

Verizon might not have been a choice that came immediately to mind for attendees of the National Association of Broadcasters conference in Las Vegas, but indeed, its CEO, Lowell McAdam, was out at the show, even delivering a speech there.

McAdam made an excellent case for his presence at the event, describing how video now makes up fully half of Verizon Wireless' traffic, and how it's expected to keep rising.

According to McAdam's remarks, not only does video currently account for about half of Verizon Wireless traffic, but over the course of the next several years, that proportion is expected to reach clear to about 66 percent of traffic. A report from Fierce Wireless says McAdam's event was lightly attended, but those who did attend got a very interesting look into the role video was playing in the mobile front.

McAdam's remarks also covered concerns that broadcasters had previously brought up about LTE broadcasting technology, referring especially to Verizon's efforts to broadcast the 2014 Super Bowl over LTE.

McAdam used it as more of an example than anything, suggesting the firm wasn't out to be a broadcaster, but rather just looking to offer something unique to subscribers.

On a topic less related to video, yet still related somewhat tangentially, McAdam also had a story about LTE and the iPhone, in which he went to Steve Jobs in a bid to convince him to add LTE capability to the iPhone 5. McAdam pushed hard, even describing himself as "really trying to sell him," and it went on for some time until Jobs cut him short--"Enough. You had me at 10 Mbps. I know you can stream video at 10 Mbps."

That may well have been what brought Steve Jobs on board and made the iPhone 5 an LTE device.

Indeed, Verizon Wireless may not be intending to be a broadcaster, but with the growing rebellions in the cable circles – the cable cutters dropping current service, the cable ‘nevers’ who have never had cable service, and the zero TV crowd who won't even abide an antenna – Verizon may be increasingly a source viewers turn to for entertainment. Moreover, some are turning to mobile devices for entertainment services on the go, while waiting for appointments and the like, and that's leaving those people looking right at the mobile device to get that entertainment.

Yet with this growth comes serious implications; mobile networks will have a tough decision to face soon, either augmenting networks to handle all that video traffic, or establishing caps and limits on subscribers' use of the network for video, resulting in disgruntled users and providing perfect opportunities for companies that can offer what customers so clearly want.

Indeed, Verizon may not out to be a broadcaster, aside from special events like the Super Bowl, but the company is increasingly finding itself pressed into service as one. The changing entertainment landscape affects everything in its path, and mobile service providers like Verizon are proving to be no exception.