Instagram (and Meta) Throttle Video Quality as Views Go Down

An anonymous reader shared this report from the Verge:

Ever wondered why some of your Instagram videos tend to look blurry, while others are crisp and sharp? It's because, on Instagram, the quality of your video apparently depends on how many views it's getting. 

Here's part of Mosseri's explanation, from the video, which was reposted by a Threads user today. "In general, we want to show the highest-quality video we can ... But if something isn't watched for a long time — because the vast majority of views are in the beginning — we will move to a lower quality video. And then if it's watched again a lot then we'll re-render the higher quality video...." 

The shift in quality "isn't huge," Mosseri said in response to another Threads user, who'd asked if that approach disadvantaged smaller creators. That's "the right concern," he told them, but said people interact with videos based on its content, not its quality. That's consistent with how Meta has described its approach before... Meta wrote in a blog [post] that in order to conserve computing resources for the relatively few, most watched videos, it gives fresh uploads the fastest, most basic encoding. After a video "gets sufficiently high watch time," it receives a more robust encoding pass. 

"It works at an aggregate level, not an individual viewer level," Mosseri wrote later on Threads. "We bias to higher quality (more CPU intensive encoding and more expensive storage for bigger files) for creators who drive more views. It's not a binary theshhold, but rather a sliding scale."
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