The number one source of broadband traffic is multimedia entertainment content, according to a new report.
A study by Sandvine has found that broadband users' preference for entertainment-based audio and video is now consuming more bandwidth than anything else.
TelecomTV reports that the Canadian intelligent network and policy management platforms provider has found that 58.96 per cent of downstream bandwidth consumption per user tested now originates from entertainment multimedia, compared to just 22 per cent from P2P networks.
Tom Donnelly, Sandvine's EVP of Marketing and Sales, told the telecoms news provider: "Users are consuming a great deal of web content. The 'traditional' browsing experience is being replaced by more data-intensive sites rich in audio, video, pictures and so on.
"So, while a typical web experience a few years ago was largely text-and-image-driven, it is now much more interactive and engaging with motion and sound."
Sandvine is currently marketing a PPE 8200 solution designed for P2P traffic optimisation.