When it comes to bandwidth efficiency the big OTT streamers find themselves between a rock and a hard place. On the one hand they are under mounting pressure to deliver the best quality possible given limited bandwidth, but they have also been hounded by ISPs accusing them of swamping their networks with traffic. Netflix in particular has been at loggerheads with major broadband service providers in the US, such as Comcast and Verizon and so to an extent compressing its content into the least possible bandwidth, while maintaining the baseline quality offers an element of goodwill, as well driving competition against rivals such as Amazon, HBO and Hulu. After all, Netflix usage on its own accounts for almost 40% of…