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Internet service provider (ISP) Timico witnessed a 30 per cent increase in video traffic during England's warm-up game against the South African club team Platinum Allstars on Monday.

Writing in his blog, Trefor Davies, Chief Technology Officer at the ISP, warned that demand for such services will surge during the upcoming World Cup.

He noted that broadband speeds of up to 18Mb are required to support high definition streaming content, and few consumers currently have access to such services.

However, Mr Davies warned that as fibre-to-the-home broadband becomes more common, ISPs will require up to seven times the currently required total bandwidth to support their customers.

"This poses some interesting problems. A big percentage of the cost of delivering broadband to a customer is the cost of the bandwidth," he added.

"If bandwidth usage trebles over the next two years then the wholesale cost to ISPs would have to drop by 66 per cent in order for prices to stay still.

Earlier this week, ISP Freedom4, which has access to 1,000 hotspots across South Africa, launched cheaper wireless broadband deals for UK consumers heading to the World Cup.

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