As far as I know netflix has an open appliance for ISP [1] (internet service providers). I think most of the ISP will care about this when the usage increase, because it will reduce the upstream bandwitch usage.

I haven't dig into it but I am pretty sure that even here in Argentina, ISP are using this thing, because it works incredible fast for HD content. Youtube might use something similar.

[1]: https://openconnect.netflix.com/