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The old pat answer is porn. And quite possibly as far as content is concerned in the developing world, that may still be a big factor. But on applications, it looks like Facebook through its main platform or through acquired companies (particularly WhatsApp, but also Instagram) may now own as much as 25% of the traffic worldwide. In developing areas like Africa where devices and connectivity are still too slow for web browsing, WhatsApp contributes a significant share of traffic for texting, phone calls and exchange of photos and videos.
I think VR is going to be a big traffic generator. I also think home security video has a big upside. In fact home video security is my favorite IoT application. It is so easy and cost effective now I see no reason not to equip your houses. I will blog on this later: