WhoWee said:
Please clarify your (they and you) designations. It's my understanding Comcast leases bandwidth on the trunk line - does NetFlix also lease space on the trunk line?
HERE you come to the crux of the issue:
Netflix buys bandwidth too, like an ISP, but it only needs to extend for a short 'distance' before it becomes traffic on some ISP somewhere. So, for Netflix the primary challenge for streaming video is actually keeping their servers smoothly humming and their network clean and clear, all while refining the art of when to allocate the most bandwidth (it's pricey).
An ISP carries, as it's essential service, all content from OUT THERE, through their network TO YOU. They don't have to constantly run or hold Netflix's catalogue, but anytime A makes a call for that resource at B, the ISP's JOB is to carry it at their advertised speed to you. To keep their service fast they can:
1.) Buy more bandwidth
-increase monthly prices
or
-lower profit margins (by no means losing profitability)
2.) Throttle how much throughput you're allowed per month
-Comcast does 250GB/month, but not parsing what makes that 250.
3.) Throttle specific traffic (packet shaping is an example) from sites that are using a disproportionate amount of your bandwidth.
-Problem A: Netflix, MS Live, iTunes and TV... etc... are all LEGAL.
-It's easy to get around this if your target is illegal activity.
-Illegal activity is being eclipsed by the massive amount of money being found in digital distribution
PROBLEM: Netflix wants there to be as little additional cost to you as possible to get their service. For them, and others in digital distribution the calculation is simple:
Users Reached = Profit.
For the ISP it's: User's Paying + (250GB - X) = Profit (where X = how much the enduser consumes of that 250GB).
See the conflict? The ISP doesn't get any more money because you spend your pre-paid month of their service looking at HD video on Hulu, but Hulu is thrilled at this development.
So, if the ISPs want to go to war over this, they'll be fighting the people who use their service on the supply side as well.