Press Release
When we watch videos on our phones, we expect them to load instantly and play smoothly – even in the busiest places or at peak times. But as demand for video continues to grow, mobile networks can sometimes come under pressure, leading to buffering or drops in quality.
Keeping videos smooth on the UK’s best mobile network
That’s why we’ve introduced a range of tools across our industry-leading EE network to ensure seamless performance for customers – from capacity-boosting small cell mini-masts to our world-first implementation of Advanced RAN Coordination (ARC) technology. This helps improve everyday experiences like streaming video, scrolling social media and watching live content on the go. As part of BT, EE benefits from the scale, investment and innovation that enable us to keep the UK at the forefront of connectivity.
Working together with Meta
But it’s also important that we work with content providers to tackle this shared challenge, and so we’re delighted to announce the success of a recent pilot with Meta which makes watching videos on Facebook and Instagram more reliable for EE mobile customers, even during periods of high network demand.
The pilot saw the two teams test a smarter approach to video delivery using new congestion awareness technology that adapts automatically during busy periods, easing potential pressure on the network while maintaining a highquality experience for customers. In simple terms, it helps reduce those frustrating moments where videos buffer or stall when networks are busy.
The ambition is simple: to help more people enjoy a smooth viewing experience, while at the same time reducing impact on the network.
Smarter video delivery during busy moments
Rather than delivering video in the same way regardless of conditions, Meta’s congestion awareness technology intelligently responds when parts of the network are under pressure. By making small, real–time adjustments when detecting high cell load during peak moments, it reduces the amount of data needed without noticeably affecting video quality. This helps ease potential congestion so more people can keep watching without interruptions, while making better use of available network capacity. It also supports a more consistent experience when using video apps in busy areas like city centres, transport hubs or large events.
Proven results for EE customers
The pilot delivered strong results, including a 6–8% bitrate reduction when congestion was identified and around a 4% reduction in traffic to congested cells – all while maintaining a high–quality experience for EE customers using Facebook and Instagram. That means fewer slowdowns and a more reliable video streaming experience on mobile data. With this success, the congestion awareness technology has now been rolled out across the EE network, and Meta will expand the solution to other markets and partners throughout 2026.
This latest work builds on BT and Meta’s earlier collaboration to improve video performance for EE customers, further demonstrating how closer coordination between networks and platforms can support growing demand. As video continues to play a central role in everyday life, initiatives like this show how incremental innovation behind the scenes can deliver meaningful benefits for customers – while helping networks remain efficient into the future.