Netflix is reducing the video quality for smooth internet operation as a part of trying to cope with extra load on the internet caused by coronavirus pandemic.
Netflix has seen a significant rise in the number of viewers in recent days as people are indulging themselves with entertainment as a measure to kill time in the period of home quarantine.
This initiative was taken after the European Union commissioner Thierry Breton appealed to the streaming sites to come forward - "To secure internet access for all, let's switch to standard definition when HD is not necessary," he tweeted on Wednesday, reports The Independent.
Following a phone call between Mr Breton and Netflix CEO Reed Hastings, the streaming giant agreed to a reduction in streaming quality that will lower data consumption by 25 per cent.
"Following the discussion between Commissioner Thierry Breton and Reed Hastings, and given the extraordinary challenges raised by the coronavirus, Netflix has decided to begin reducing bitrates across all our streams in Europe for 30 days," Netflix said.
Reducing bitrates reduces data consumption and can result in videos appearing less clear and more pixelated.