Netflix will reduce the video quality on its service in Europe for the next 30 days, to reduce the strain on internet service providers.
Demand for streaming has increased because large parts of Europe are self-isolating at home due to the coronavirus outbreak.
The video-streaming provider said lowering the picture quality would reduce Netflix data consumption by 25%.
But it said viewers would still find the picture quality good.
The change appears to include the UK but Netflix has not responded to the BBC’s request for confirmation on this.
The company will cut its streaming bitrates, which influence how clear and smooth videos look when streamed online.
Videos with a higher bitrate tend to look less “blocky” or pixelated, but use more data.
The announcement came after a phone call with European officials.
Thierry Breton, the European Commissioner for the Internal Market, had earlier said people should “switch to standard definition when HD [high-definition] is not necessary”.