Verizon Communications Inc. said it would start limiting video quality for all customers across its network, months after the No. 1 U.S. carrier by subscribers launched unlimited data plans.

The video throttling technique, which is also employed by rival carriers, came alongside new data plans that effectively raise the price of Verizon’s current unlimited data offer. The company said it would limit video qualities for both users of its unlimited plans as well as customers with monthly amounts of data.

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