Google contributes between 6 and 10 percent of the volume of traffic on the web, but it’s also using its own vast network to cut its costs and boost its ability to serve customers better, by direct peering and caching content near the edge.

Google’s content comprises between 6 and 10 percent of global Internet traffic, making its internal network one of the top three ISPs in the world, according to Arbor Networks. The maker of deep packet inspection equipment, which runs a survey of international ISPs, detailed Google’s traffic in a blog post Tuesday.

However, the total volume of traffic is just one measure of how big a web presence a company has — the other is how it can leverage that scale to cut its costs and boost its ability to better serve customers. For Google, which has long seen its infrastructure as a competitive advantage, the ability to keep its mighty web traffic on its own network rather than pay others to deliver it is a margin-boosting — and quality-boosting — advantage.

Arbor notes that Google has consistently increased its direct peering, and through the use of its own content caching appliances located at ISPs around the world, it has cut out middlemen like Level 3 or Bandwidth.com. Are Yahoo and Microsoft taking notes?

Related GigaOM Pro content (sub. req’d):

Why Google Should Fear the Social Web

  1. The smartphone is the computer.
    The desktop is dead.

    There is no edge.

  2. [...] the original post:  Stat Shot: Google's Growing Infrastructure Advantage – GigaOM Post a [...]

  3. [...] more: Stat Shot: Google's Growing Infrastructure Advantage – GigaOM Posted in Uncategorized | Tags: arbor, content-comprises, deep-packet, [...]

  4. Would be good to measure that against their revenue… or profit…

  5. [...] Google's Growing Infrastructure Advantage – GigaOM [...]

  6. [...] Stat Shot: Google's Growing Infrastructure Advantage (gigaom.com) [...]

  7. Microsoft does not need to take note, they have been doing this for years. In 2007, less than 5% of Microsoft’s content was delivered via their own CDN. But by the end of this year, Microsoft will deliver 60% of their content via their own CDN. Here are the numbers they gave out:

  8. This is typical. Any business with significant girth does this. Both Microsoft and Yahoo! have been doing the same for many many years. At Microsoft, a buddy of mine Brian Swenson, look him up, has been running the network like this since 2002-ish. Brian worked at the same ISPs I did, InterNex / XO Communications (AS2828).

    Same story at Yahoo! where Matt Petach (look him up) has been doing the same since 2003. Matt worked with Brian and I at large ISPs back in the day.

    So, this story is a red herring. Google has little or no advantage in terms of peering relationships. Scaling big networks has been a done deal since the late 90s.

    The real scale advantage that Google has is software based, not network based.


  9. [...] Indeed, having your own data center is a big milestone for large-scale web services. Facebook announced a data center in January, and despite the lure of the cloud other webscale operations are keeping some of their servers. Twitter had started out in the cloud, but moved from Amazon’s EC2 to Joyent and then to dedicated NTT hosting, after deciding latency in the cloud was too high. Perhaps Twitter, like Facebook and Google (the granddaddy of webscale infrastructure), has decided that aside from custom code, it needs a custom home for its hardware to ensure a strategic advantage. [...]

  10. Interesting article!

    @Randy Bias: why would I want to look up the people you are namedropping?
    And why should I care that Brian Swansson worked the same place as you?
    Cut the crap


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