Internet service provider Be Broadband has launched a new initiative calling for rivals to stop buffering.
The Campaign to Banish Buffering has been unveiled to coincide with the World Cup, as many football fans are expected to heavily use streaming services to catch a number of games.
According to Be, the issue is preventing many web users from getting the best out of their packages, particularly those with either a low monthly usage limit or slow connections.
"For example, the average UK broadband speed is 3.6Mb, but streaming video needs an average of 9Mb of bandwidth to avoid buffering," the firm outlined.
"When you factor in network management, people are going to get a poor experience."
News of the initiative has come after Be recently confirmed it has no plans to launch its own mobile broadband offering, as it is set to focus on its home broadband services for now.