Netflix has released a new tool to help its users control how much data they are using when they watch films and television over cellular networks.
The streaming company said it wants to provide its customers with a balance of high quality video that does not quickly lead to a user exceeding their monthly data allowance.
The default setting allows someone to stream three hours of television shows and movies per gigabyte of data, the equivalent of 600 kilobits per second. Consumers are able to increase the quality of video to consume one hour of content per GB, or watch four hours of low quality video per GB.
Eddy Wu, Director of Product Innovation at Netflix, said: "Our goal is to give you more control and greater choice in managing your data usage whether you’re on an unlimited mobile plan or one that’s more restrictive."
Consumers using iOS or Android devices can set their cellular data usage through the app's settings.
Netflix said it is continuing to maximise its picture quality while minimising data usage. The company said data usage varies according to a device's capabilities and the condition of the cellular network.
The streaming company is in the midst of a telecoms charm offensive, telling operators it should partner with it to acquire more customers, upsell products and lower churn.
In the first three months of this year, its revenues rose 24 percent year-on-year to $1.95 billion.