Hyperscale references massive data centers equipped with high-powered computing and storage resources. The technology drives impactful change at the frontier of cultural ecology (i.e., the reciprocity between people and society). For example, hyperscale enables virtualized workplaces, empowers on-the-go decision making, and molds expectations of on-demand entertainment. This blog examines hyperscale’s ongoing and significant cultural influence.
Firstly, a note on mental health studies, covering the positive and negative impacts of virtual lifestyles during the pandemic. In year one of lockdown, the World Health Organization reported a 25% increase in global anxiety and depression. However, another source shows online friendships and humour via social media helped reduce stress for some people. These perhaps contrasting studies reveal hyperscale’s broad influence at a personal level, contributing toward isolation for some while helping boost self-esteem for others.
Regarding future employment, greater task automation could threaten job displacement—one report states up to 300 million roles could be at higher risk while suggesting emerging roles could add balance and lead to a productivity boom. For example, hyperscale enables the democratization of online publishing, bringing new opportunities in citizen journalism and influencer culture. Such opportunities offer ways to bridge the digital divide with developing economies, while challenging us to rethink cybersecurity and how we handle misinformation.
For more information on hyperscale connectivity, and to explore flexible optical fiber solutions tailored to your needs at all stages of your next fiber connectivity project, contact AFL. Otherwise, let’s begin.
Hyperscale and home streaming
Hyperscale is re-writing societal expectations of how we consume digital entertainment. In 2004 (three years before home-streaming giant Netflix’s 2007 launch) 52.5 million viewers tuned in to watch the final episode of Friends. In 1983, the final episode of TV show MASH captured an even larger audience, bringing in 105.87 million viewers. However, these numbers pale in insignificance to Netflix’s subscriber figures, with 2023 Quarter-4 figures totaling 260 million and the average subscriber consuming around 3.2 hours of video per day.
Between 2017 and 2022, Netflix increased its five-year marketing spend from just under $1.5 billion to over $2.5 billion, clearly demonstrating an implicit understanding of home streaming’s steadily expanding, deep cultural impact. The streaming service acknowledges hyperscale and fiber’s active role in keeping viewers connected, stating in-house server maintenance would not have been possible (Netflix migrated to high-performance cloud services in 2008).
Social media
In 2021, configuration changes to the hyperscale data center backbone routers powering Facebook, Instagram, and WhatsApp led to a 6-hour outage. During this time, users were reminded how much of our communication habits rely on social media, from passive browsing and connecting with friends to completing errands and submitting job applications.
From Instagram’s 1.3bn daily image uploads to Facebook’s colossal 4.75bn daily shared items (e.g., status updates, videos, comments, etc.), hyperscale technology’s profound impact on how we communicate can be measured in multiple ways spanning social media’s 5.04bn users (for context, the global population is 8.1bn).
One perhaps less obvious way in which hyperscale’s enablement of digital communication across social media platforms impacts culture change is workforce recruitment and procurement. Around 79% of job seekers use social media to find work, with 40 million job seekers using LinkedIn to search for employment opportunities each week.
Web search
Throughout the 2000s, limitations on mobile connection speeds drove most searchers to desktop. However, wider adoption of hyperscale technologies throughout the decade enabled faster on-the-go connectivity, leading to the 2009 crossover of mobile and desktop (for the first time, mobile devices carried out the majority of searches, claiming 51.3% of searches vs desktop’s 48.7%).
In 2018, US tech pioneers deployed 5G networks (though not widely adopted until 2019). In comparison to 4G’s 100 megabits per second, 5G delivers up to 20 gigabits per second, and now accounts for 17% of the mobile broadband market. This new and faster way to access information frees users from desktop search, driving a culture of on-the-go search: one study into the growing culture of so-called ‘OOH’ (out of home) searches links on-the-go web activity to a 38% increased likelihood of making a purchase.
To support this growing trend, an estimated additional 7118 MW power capacity will be added to hyperscale infrastructure by 2028.
The rise of digital banking
How we bank has changed. Taking the UK as an example, 86% now use online or remote banking. In 2024, 36% chose to bank with a digital-only provider (up from 24% in 2023). This culture shift towards digital banking shows a clear step away from in-person experiences and a preference for convenience, speed of service, and personalized online touchpoints—all of which is only possible through fiber connectivity in hyperscale data centers.
As for age demographics, the growing adoption of mobile banking can be seen across all age ranges, with pandemic figures showing a 16% increase in online banking amongst the over 55s. One estimate from the same source suggests nearly half the adult UK population will bank with digital-only services by 2028—largely driven by Gen Z, two thirds of which already bank with digital only providers, showing that while the culture shift towards online banking exists across age ranges, the younger generation is more keen.
AR and VR
Hyperscale data centers now have access to the kinds of power that high-performance graphics processing units (GPUs) need for parallel processing—e.g., simultaneous AI inference, analytics, and machine learning (or in more simple terms, the next instruction can be read from memory while concurrently executing a separate instruction, accelerating performance).
Hyperscale’s pivotal role in handling the raw computing data behind modern AR/VR experiences has led to a year-on-year increase in AR/VR users. Here’s how the five-year AR/VR user numbers stack up:
- 2019: 0.44 billion
- 2021: 0.81 billion
- 2023: 1.4 billion
- 2024: 1.72 billion (predicted)
Public interaction with budget or mid-market services is a primary indicator that nascent technologies have successfully transitioned from limited, specialist availability (e.g., gaming technology not widely adopted) to mainstream culture. In the mid 20-teens, a UK hotel chain launched a tech-focused sub brand, offering AR wall map experiences. However, one-to-two years earlier, a London hotel chain hosting guests during the 2012 Olympic Games delivered the first example of AR/VR visitor services, enabling guests to pose for AR/VR selfies with athletes.
The predicted AR/VR market value will reach $71.2 billion by 2028, a significant increase from $25.1 billion in 2023. User preferences and activities within the gaming industry provide significant cultural indications that AR/VR adoption is growing…
Online gaming
In 2021, the global VR gaming market was valued at $7.92 billion. However, by 2028, the value is expected to exceed $50 billion. AR gaming claims similar numbers, with a predicted 2028 market value of $43+ billion.
The gaming industry’s estimated 3.32 billion gamers help drive compelling social change in multiple ways—for example, Fortnite’s “The Device”, a popular in-game event, featured climate change messaging (Fortnite is hosted on AWS public cloud services, and is therefore only accessible to millions of gamers through hyperscale technology).
Due to online gaming’s complex data gravity implications, gaming organizations must consider optimal hyperscale site selection across geographical locations (including separate, relevant, fit for purpose analysis of the connectivity infrastructure and available power). Data Center Interconnect (DCI) solutions from AFL enable reliable, low latency connectivity between geographically dispersed data center locations.
Self-driving cars
In 2014, Tesla introduced adaptive suspension (some 11-years after the car manufacturer’s launch). By enabling vehicle performance adjustments in real time, Tesla aimed to reduce road accidents and increase driver satisfaction. Elon Musk, Tesla CEO, labels the culture shift “dynamic personalization”, highlighting the progression in user expectations.
Here’s how it works. First, onboard software captures relevant, geographically specific information (e.g., speed bumps). Next, AWS hyperscale data centers process the information. The data is shared with connected cars, resulting in automatic suspension adjustments where appropriate.
AI virtual assistants
AI virtual assistants help hyperscale engineers to better manage the day-today running of data centers. From environmental monitoring and predictive maintenance to routine task automation, real-time asset tracking, and infrastructure performance analysis across hardware and configuration, AI’s game-changing influence on data center knowledge management arguably speeds up the processes behind smoother user interactions and improved business outcomes.
In terms of cultural impact, over 125 million people carried out voice searches in 2023 (58% of those searches focused on locating a local business, with other top searches including weather, music, news, and entertainment). Globally, the speech recognition market is predicted to grow from $8.02 billion in 2021 to $19.57 billion in 2030.
At 77%, the smartphone-and-18-to-34-year-old bracket represents the largest demographic of voice search users. What’s powering these searches? The answer is hyperscale. On average, hyperscale data centers measure at least 10,000m2 and deliver the 25+ megawatts needed to scale resources and meet the growing demand for voice search.
Internet-of-Things
By 2030, an estimated 17 billion devices will be connected to the Internet-of-Things (IoT), redefining the joint societal and technological ecosystem. Already, some home monitoring devices can communicate with smartphones regarding temperature and humidity alerts. However, the cultural adoption of IoT connectivity is growing to include monitoring in a variety of everyday scenarios, including agriculture, personal health, hospitality, sensor-based water management, and energy-efficient buildings. Hyperscale powers the automation behind IoT technology.
E-commerce
More than 55% of US consumers prefer to purchase goods and services online, a 10% lasting jump since pre-pandemic figures. Hyperscale offers the rapid scalability and reliability online retailers require to prevent bottlenecks and ensure servers can cope with spikes in demand.
To keep pace with the number of customers turning their attentions from in-store purchases to digital transactions, global digital advertising revenue increased from $522.5 billion in 2021 to $695.96 billion in 2024 (predictions estimate global total revenue on digital advertising will reach 835.82 billion by 2026).
As more of us move towards internet-connected devices for our home shopping needs, hyperscale represents the multi-megawatt solution retailers increasingly rely upon to help keep in step with the global culture shift towards online shopping.
Conclusion
To keep pace with user demand while meeting long-term sustainability goals, hyperscale technology requires ongoing innovation across power, cooling, and connectivity. As the sector’s expansion efforts continue to accelerate, stakeholder scrutiny will undoubtedly impact the decision-making process, balancing cultural interests across factors such as city planning, fossil-fuel-free urbanization, and global emissions targets.
By 2025, humanity’s digital footprint is expected to reach 175 zettabytes. For context, that’s 150 times larger than the total number of stars in the known universe. How we turn the unprecedented scale of linked challenges such as bandwidth, storage, compute, and memory into a modern, flexible, and globally sustainable hyperscale ecosystem will perhaps become one of this generation’s standout, defining contributions.
Further reading:
- DataCentre Magazine: The future of hyperscale data centres: exerting influence
- NETWORKWORLD: Hyperscale data-center capacity on pace to triple over next six years
Remember, from planning your next fiber connectivity project to ongoing maintenance and customer-first support, AFL can help map your journey to hyperscale resiliency. Contact AFL today to begin your journey into responsible, sustainable hyperscale fiber networking.