Mobile broadband providers are set to face growing demands for data, according to Virgin Media Business.
George Wareing, Head of Mobile at the firm, said there is "a big job on for mobile network operators" as more people adopt tablets, smartphones, dongles and other related devices.
"Simply put, mobile data usage is like a bottomless pit, it's expanding all the time," he commented.
"We're all looking forward to the benefits of 4G, but it raises some tough questions for operators."
Mr Wareing explained that there is a "delicate balance" between customer demand, customer experience and costs.
"To avoid penalising people for watching their favourite shows or music videos on the move, operators are looking at fibre-based backhaul for cell sites. This can help to ease the strain and provide a permanent fix," he stated.
Mr Wareing said people are not going to stop streaming media content over the web - usage levels are only set to increase in the future.
As such, broadband providers need to think about the long-term impact of growing demands in order to prevent a potential "bottlenecking" of services.