This report aims to put zero rating offers into context, outlining information on:

• government initiatives that promoted access to zero-rated content, particularly during the COVID-19 pandemic, in selected countries around the world;
• different types of zero rating offers, especially those available during the COVID-19 pandemic; and
• how zero rating offers addressed affordability concerns and public interest needs, in particular during the pandemic.

According to the research, zero rating offers played a significant role to ensure people in need stayed connected and accessed relevant information during the pandemic.

The research analysed data from 20 countries around the world, jointly selected by Cullen International and Meta based on economic and social characteristics of particular relevance during the pandemic – prioritising emerging and vulnerable economies as a result.

Key takeaways include:

• Some form of zero-rated content was made available in all 20 surveyed countries in Africa, Asia-Pacific, Europe and Latin America since early 2020, when the COVID-19 outbreak was declared by the World Health Organisation.
• In 17 out of 20 countries, voluntary initiatives or agreements between governments and the industry were implemented to make zero-rated access widely available. Voluntary initiatives and general support for zero rating were also found even where governments imposed an obligation to offer zero-rated content.
• Besides access to healthcare and educational materials, operators worldwide commonly made available zero rating offers granting access to social networks, communications tools, entertainment, remote working services, resources for small and medium businesses or other types of content. As a result, the population in the respective countries had access to a wide range of benefits.

COVID-19 made zero rating offers and their benefits more prominent. However, zero rating is still offered by at least one operator in 17 out of 20 surveyed countries. Especially in the emerging countries analysed, zero rating is often seen as a tool to make connectivity more affordable for consumers and small businesses.

While a wide range of business models and policy instruments can be used, the research found evidence that zero rating offers contributed to address affordability issues during the pandemic and may still contribute to connecting the unconnected as the pandemic fades out.

Download the study